#IfCarlsbergDid

 

#IfCarlsbergDidChristmasTrees

Following on from a previous post about “Possibly the best poster in the World” that Carlsberg did back in April 2015 this blog is another example of experiential marketing that this brand has invested in. 

This campaign also contributes to their series of #IfCarlsbergDid to continue new methods of promoting their brand by engaging consumers in new and different ways, and their most current activity is the “If Carlsberg did Christmas trees” which has had positive feedback. (You can see the campaign video at the end of this post). Christmas is all about getting together with family and friends and enjoying eachothers company, with festive food and drink, so Carlsberg took this opportunity to use this festive season as a good time to market their brand, in hope that consumers would go out and buy some for this holiday!

Carlsberg erected a 27ft Christmas tree in South Bank, London around Christmas time which was covered in Carlsberg “Beerbles” and bottles of Carlsberg. Members of the public (over 18s only) were able to line up and get complimentary Carlsberg, with the first 100 visitors receiving a free limited edition “Beerble” to drink out off. 

Again, similar to the campaign of “Possibly the best poster in the World”, it engages consumers with the taste and visual sensory elements. The audience are able to sample the product as well as being able to see promoting materials such as products they sell hanging from the tree.  

The consumer involvement doesn’t just stop at this event, it opened up the event on to the internet as well. Where audience via the internet were able to take part in a competition with Carlsberg where they had to count how many bottles they could see on the tree to win, which is creating a platform for consumers who weren’t able to attend can still engage with the brand and this brand enhancement idea can travel further. 

By engaging the audience with this experience to test their product could potentially open up a new market of consumers and it has very little monetary risk as it is totally free to try! This leads to reduced functional risk when the consumer is going to be purchasing this product, they have already sampled this product so they know what they are going to be getting for their money, which may influence their decision making. 

So overall, why wouldn’t you want to go along and experience this?