Siren

INTEGRATED PR & SOCIAL CONTENT

Carlsberg

Carlsberg is one of the world’s leading brewery groups. After successfully launching two versions of “Where’s The Party?” in Malaysia – a by-invitation only mystery party, Carlsberg wanted to take the concept regional by hosting a tri-nation party with consumers from Malaysia, Singapore and Hong Kong. The aim was to increase brand engagement among the target group – men between the ages of 18 and 35 and reinforce the message that Carlsberg is a reward for ‘stepping up and doing the right thing.’ Havas Worldwide Siren managed the Facebook and Twitter social media platforms for these markets, creating teasers and building interest and curiosity among fans, challenging to step out of their comfort zones to win invitations and go to a party with other party goers. In addition, the agency challenged prominent bloggers to earn their invitations by undertaking a series of challenges, which led to pre and post coverage, driving fans to the Facebook page where they could win invitations.

Carlsberg

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Carlsberg

Carlsberg