Author: Michael Domeisen
The Carlsberg Group is one of the leading brewery groups in the world with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in
the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. Over the last decade, the Carlsberg Group has become the fourth largest brewer in the world. On 22 September 2011, Carlsberg launched its new international campaign “That calls for a Carlsberg”. The share of choice increased from 14% in Q3 up to 38% in Q4 in the same year.
Besides putting the brand into focus, Carlsberg ran a stunt in Belgium involving 148 bikers. So far, more than 11 million people have seen the stunt on youtube.
Bart Creemers – Senior Brand Manager with Carlsberg – stated, “it’s not about talk value but about discussion value. Make stuff worth discussion”.
Putting the stunt on youtube definitely made the launch of the campaign a success. However, it is crucial to provoke peoples emotions.
Yes, youtube is a very effective and most notably cost-free medium to launch a campaign or a product – especially with younger target groups. In the wakeboard industry, for example, the boards of well-known brands as for example Liquid Force, Hyperlite or Ronix are launched successfully via youtube or other social media. Conventional media such as TV or print are negligible in that area. Youtube has the benefit that it is fast, cost-free and carries the potential to get high attention and multiplier effects.
Indeed, youtube is a powerful instrument to accelerate the diffusion and the perception of a campaign. Eventough on a national level, youtube helped to further develop the campaign of the city of winterthur. The campaign aims to increase the profile and the image of the city, see: http://www.youtube.com/watch?v=ZK1oy3qo56k&feature=youtu.be