Viral marketing case study: Carlsberg stunt with bikers in cinema gets 10m views

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This viral video for Carlsberg beer shows what are purportedly real-life “innocent” couples entering a Belgian movie theater that happens to be filled with 148 mean-looking bikers. While most couples leave, the ones brave enough to take their seats are rewarded with a burst of applause and a toast with bottles of Carlsberg beer as the message, "That calls for a Carlsberg" comes up on the cinema screen. Brussels-based ad agency Duval Guillaume Modem came up with the stunt, which was staged in a cinema in Belgium. Carlsberg introduced its new strapline at the beginning of the year to promote itself as a beer that stands for tradition, quality and great taste.

YouTube case study

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Brand: Carlsberg | Media: Video | Country: Belgium | Sector: FMCG, Food and Beverage | Agency: Duval Guillaume | Format: YouTube

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