Carlsberg gets friendly

Carlsberg Canada is looking for a 'Best Mate' with a competition targeting the 25-to-35 male demo. It has guys vying for a trip for four to Vegas by nominating themselves or a friend at Bestmate.ca or Meilleurchum.ca. They can upload videos, photos and stories about why they are 'Probably the best mate in the world,' referencing the company's international slogan, 'Probably the best beer in the world.'

Carlsberg Canada is looking for a ‘Best Mate’ with a competition targeting the 25-to-35 male demo. It has guys vying for a trip for four to Vegas by nominating themselves or a friend at Bestmate.ca or Meilleurchum.ca. They can upload videos, photos and stories about why they are ‘Probably the best mate in the world,’ referencing the company’s international slogan, ‘Probably the best beer in the world.’

‘The objective is to create awareness for the brand, now that it’s an import, but also driving relevant content to that target demographic,’ says Becky Kwiatkowski, brands marketing manager for Carlsberg. ‘So, as opposed to being wallpaper on billboards and in newspapers, it’s engaging them and getting them to think about Carlsberg differently.’

To spread the word about the competition, Carlsberg used a combination of OOH and radio in Toronto, Montreal and Vancouver, as well as online, video and social media. Toronto-based GJP, which created the campaign, worked with

Toronto-based online communications company M30 to take a more direct approach with professional bloggers, posting messages and videos on websites focused on beer, music, soccer and lifestyle. Online activity also includes banner ads on Yahoo, Microsoft and Facebook, as well as a Facebook page for the competition, where photos and videos can be uploaded.

At press time, the site had over 300 entries. A panel of judges will select 30 finalists by May 24. Each finalist will receive a Sony Ericsson W705 with Facebook and YouTube applications, and will have their own fan page on Facebook. To keep the content fresh, pictures and updates of the finalists will be posted as they compete for the grand prize. The winner will be announced in June.