Do you deserve a Carlsberg?

Recently I was introduced to a new promotion going on from Carlsberg. I wasn’t expecting much but it turns out its actually pretty interesting so I thought I’d share it with you. Salt & Pepper (a local media company) worked on it and it seems quite well done – the premise is that by going to ideserveone.ca and logging in to Facebook you can enter their summer-long contest for Carlsberg prize packs. Just come up with a good reason why you deserve a Carlsberg. They’re picking new winners every Monday.

Thats all well and good but the interesting part is that through facebook integration it creates a customized video for everybody entering the contest. I really like this approach and its a good way to engage entrants and compel them to watch (and even share) the content. I see a lot of social media campaigns done poorly so its refreshing to see some good ones. Getting people to sign up is one thing. Getting them to consume and take an interest is another.

It would be nice to see a campaign like this cross platforms more and go beyond Facebook, and maybe seed organic online discussions but still its a potent start and I could see a decent (and relatively inexpensive) social campaign stemming from it, making the ‘do you deserve one?’ premise an ongoing theme for the brand.

Welcome to your Carlsberg years, indeed.