(6 votes, average: 4.33 out of 5)
Carlsberg is on a mission to unbottle an entire nation, the problem is, that nation is Sweden, supposedly one of the most reserved nations in the world. So, Carlsberg have created a campaign called “Unbottle Yourself” an iPhone app that has 500 challenges to help get more out of people.
Starting in the 5th of April 2011, the app is open for people to start completing challenges, all 500 of them are required to become one of 10 finalists who have a chance to win the ultimate party in Hong Kong. Along the way you can tick off “gold” challenges that have instant rewards (like iPad2′s) if you are the first to complete them, submit the photo/video evidence, and have the Carlsberg social team approve your challenge. Check out the campaign site here. (created by Åkestam Holst)
[...] do ur50 novato Marcelo Máximo, via Digital Buzz Blog. March 29, 2011 por fernando.pandao | Tags: aplicativo, app, carlsberg, desafio, hiphop, midia [...]
I think these type of promos can work a treat as long as there is an ongoing dialogue with the customer and they don’t get bored half was through the challenges.
A great prize and the strategy does seem a little weak. I thought the Swedes loved to booze it up??
Your spot on Gavin – doesn’t seem a very deep experience and all the swedes I have ever met have all been last man standing types – reserved is the last word I’d use to describe them. Odd.
@Gavin @Dickon
Agree – needs the comms rolling through to keep everyone engaged – 500 challenges is a lot, and will take a lot of time, so potential for people to lose focus is quite high…
I can’t speak for swedes boozing it up though! No experience there!
There’s a new trailer up now. Do you dare to unbottle yourself? http://www.youtube.com/watch?v=7Ul1mZ9skpw
That video is set as private and thus now viewable.
Hey guys, I’ve updated the video