May 5, 2009

Carlsberg Canada launches multi-channel campaign
Promo highlights company's brand culture

With the help of GJP Advertising, Carlsberg Canada has kicked off a national promotional campaign that uses multiple advertising channels to choose Canada’s “Best Mate”.

According to Becky Kwiatkowski, Brands Marketing Manager at Carlsberg Canada, the goal of the campaign, which utilizes online banners, radio spots, outdoor advertising, cards in bars and restaurants and social media tools, is to engage their primary audience of males across Canada and increase awareness of the company’s brand culture.

“In this day and age we have to be more creative and more targeted with our advertising,” says Kwiatkowski. “It’s not just about making a good television or radio commercial anymore, it’s about being where your target audience is and about using your advertising dollars wisely.”

Visitors to the site bestmate.ca can fill out fun and playful questionnaires and submit short descriptions and photos stating why they think they should be chosen Canada’s Best Mate. The top 30 entries from across the country will be given a Sony Ericsson W705 phone with integrated Facebook and YouTube applications and encouraged to use them to record events and interactions as they build their case demonstrating their “best mate” skills. The winner will be awarded a VIP trip for four to Las Vegas.

Kevin Pfuhl, managing partner at GJP describes the campaign as “a little about advertising and a lot about targeted consumer engagement. It’s about putting the Carlsberg brand into a social framework and working the social media outlets into the event.”