Sunday, October 2, 2011

What should you do to get 30 lac ad views in a week ... for free?

Do you have the guts to brave a movie theater filled with tough guys?

Whatever be the answer the scene makes for an interesting dekho to generate 30 lac views in a week for Carlsberg.


Its pretty difficult to pull out real-world advertising stunts like these. But if you keep the variables to a minimum then its easy - even if you have to enlist dozens of tough bikers to help you out. This Carsberg execution is a great example of low-risk, high-reward guerrilla marketing. Belgian agency Duval Guillaume Modem filled a movie theater with intimidating-looking bikers, leaving just two seats open in the middle. As innocent moviegoers arrived, they had to decide whether to brave the crowd or walk away with their tails between their legs. As you can see in the video, many of them weren't up to the challenge. But those who were got rewarded in brand-appropriate fashion in a way that reinforces the new tagline, "That calls for a Carlberg."

Ridiculously simple and not particularly relevant to beer drinking, you say? People love it anyway. The video has been a stunning success. It was posted to YouTube last Thursday. Six days later, it has almost 2.5 million views. "Carlsberg is a well-known brand, but people didn't necessarily know what the brand stands for," the agency says. "[It] stands for tradition, quality, great taste … and making the right choices." The brand certainly made a decent choice with this one.


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