“We use almost no purchased media to build credibility.”
Viktor Bolin / Carlsberg
PR Manager
‘Where’s the Party?’ is a branded utility, based on geo-positioning, that let consumers see where their friends are, what they’re doing and where the coolest events takes place. It’s available through the web, mobile phones and iPhone.

THE POWER OF SOCIAL MEDIA

The campaign combines the power of social media and geo-positioning in a revolutionary new way. The idea is based on the insight that the people Carlsberg wants to engage with are out and about in the summer and want to know where their friends are, what they’re doing and where to hang out. They don’t plan heavily but want to know “here and now.” They’re not sitting in front of the computer, but they keep their mobile phone with them at all times. Social media is increasingly becoming the way to keep track of their friends and what’s happening. But no previous solution has been able to answer to the questions: Where? Now?

HOW IT WORKS

This is how it works: The user sign up - free of course - via carlsberg.se or wherestheparty.se with mobile number and some basic info; sex, age, city, relationship status, party personality and taste in music. The user’s position can be seen directly on the map (Google maps), where other events are marked. They can invite friends separately or via Facebook. In addition, they can see all other users as fields on the map, segmented as you want, so they know where people hang out.

ACTIVATION

Once they have integrated their account with Facebook and/or Twitter their status updates which include the position will be updated on all services. The marketing of the campaign evolves around the hub - wherestheparty.se - and is mostly based on non-bought media. It’s activated through various collaborations with “nightclub portals” such as finest.se and aveny.se, major events, through active PR work, through social media such as blogs, Facebook and Twitter and using known profiles that users can follow on wherestheparty.se. The strongest tool however is word of mouth.