Alcohol companies have been very successful in creating ads
that really grab consumers’ attention. Beer brands such as Budweiser with their ‘Poolball’ and Carlton Draught with ‘the Big ad’ really created something that had
not been done before. However, the hits they got on YouTube are not even close to what Carlsberg got (even though the Big ad has been there for several years).
Carlsberg launched a very creative marketing
campaign that was based in a movie theater. It was posted on YouTube and the ad
went viral with almost 2,5 million views in less than a week!!! It is a very
unusual ad, check it out...
The question that automatically pops into my mind is how
effective is the ad? It did go viral which means that cost is low and exposure is
huge, as the views already suggest. But the million dollar question is whether
it actually leads into sales..? In a way the brand is engaging with the
consumer and providing an experience, I mean I’d love to get a free beer at the
movies. Wouldn’t you?!
Awesome! I love this, haven't seen it yet. Beer campaigns are really awesome usually.
ReplyDeleteWell I am just about to head out to a friend's for the grand final, and guess what, I will be buying a slab of Carlsberg, and for no other reason that to say that I have helped their sales after seeing such an awesome ad. Thing is, something like this could work very well if integrated with other activities. If I saw this randomly, not in the context of discussing marketing and went to the bottle shop a while later, it would have most definitely been quite high in my consideration set. Should they have decided to also have a slab on sale, well I would have been sold. integration with something like this could work amazingly!
Ross
Love it - another creative viral from a beer brand. Gee they're good at it! (nearly 4 million views in 10 days - wow!).
ReplyDeleteThe number of views is very impressive indeed! Definitely some sort of a integrated promotional advertising campaign would've been good, I don't know if they did anything like that in Brussels where this was launched though..
ReplyDelete