Carlsberg::: Best Mate

BRAND OWNER:Carlsberg Group
CATEGORY:Drinks (alcoholic)
REGION:Canada
DATE:Apr 2009 - Dec 2008


Carlsberg was looking for a campaign to enhance brand awareness as it launched in Canada, building on its brand slogan “Probably the Best Beer in the World”. It wanted to engage with a primarily male target and link the brand to sociability.
Carlsberg came up with a nationwide competition akin to the Canadian Idol phenomenon. Competitors are required to show what makes them the “Best Mate” and why they can lay claim to the title.
The competition looks for “the guy that can make every situation better, is always connected and never lets anything stand in the way of a good time.
Visitors to www.bestmate.ca can enter to prove that with pictures, stories and videos that they are the best Best Mate. The 30 top “Best Mates” will be given a new Sony Ericsson W705 Walkman phone with integrated Facebook and YouTube applications.
The finalists will then be encouraged to record events and interactions as they build their case demonstrating their “best mate” skills.
A final winner will be selected and announced in June. The big prize is a VIP trip for the winner and three mates to Las Vegas. The advertising declares “Sinners needed for Vegas” and was created by GJP creative team Louis Duarte and Craig Burt.
The initial phase to invite contenders will be supported using a combination of outdoor, radio, online, video and social media tactics to cast a wide net.