We defined the brand’s digital objectives as:
Build awareness of the Carlsberg Glastonbury official beer status
Build the Carlsberg "probably the best…" equityProvide opportunities for willing and open engagementGenerate talkability, broaden appeal and raise brand awarenessCreate a solid platform to build relationshipsEstablish ongoing activities to base metrics onDrive sales
Our campaign for building the database is to focus on key occasions – identifying key dates in the calendar (bank holidays, sporting occasions, music events, etc) when people like to relax and enjoy a cold glass of Carlsberg. A specific digital project is then targeted at that occasion.
Glastonbury Festival is one such occasion. As beer sponsor, we suggested Carlsberg run a competition to win tickets to ‘Probably… the best festival in the world.’
The competition invited registered guests to tell us, in eight words or less, how they get ready for Glastonbury.
GraphicoDMG wrote, produced and directed a viral film which featured a series of typical festival vignettes taken out of context – in other words, people demonstrating their anticipation of the event by practising their Glastonbury rituals. The viral encourages viewers to visit www.carlsberg.co.uk to enter a competition. Having entered, registrants were then contacted and given exclusive content such as access to competitions, to offline promotional activity as part of the relationship development programme.
Why viral? We didn’t pick a viral – viral picked us. It was the right medium to use: it had to be cost effective, fast turn-around and yet credible and compelling for the Glastonbury/Carlsberg audience. And we maximised the impact of the limited budget by using of our in-house video production facility.
GraphicoDMG’s WOMM team seeded the film through a range of proven Carlsberg channels.
U-talk Marketing selected ‘Get Ready for Glastonbury’ as the Editor’s Pick – Creative Showcase
“Great viral ads don't need to cost big bucks. It just takes a great idea. Case in point is this new work for Carlsberg by GraphicoDMG. Take some typical festival scenarios and then place them in out of place situations. The result makes for some hilarious scenes. There was no shortage of contenders for Editor's Pick this week - with new work from some of the biggest agencies. But sometimes it's nice to give the lesser-sung heroes a pat on the back for a job well done.”
From U-talk statistics – 31,249 read it, 93% recommend it – (figures taken on 17 June 2008)
Search: During its first week, the viral was first search item on YouTube for ‘Glastonbury’ and achieved 4328 views on YouTube in the first 10 days.