Great idea for beer brands. I rarely see simple and effective campaigns like this, that just puts a smile on consumers’ faces. Think about it, how cool is a crowd-funded happy hour at a bar. Using just a USB stick, a Digital TV, Instagram, some Java code, and clever mechanics. Awesome execution and doable for any bar in fact.
The Danish brewer says the “Happy Hour 2.0” initiative renews the “well-known” on-trade promotion to fit the modern social media mindset. Visitors to participating bars are given the opportunity to keep buying Carlsberg or Tuborg beer at half price by uploading pictures to Instagram with the name of the venue and the #HappyBeerTime hashtag.
Carlsberg has fitted the bars with a dongle that streams a counter to TV screens updating participants and bar staff in real-time as content is submitted.
The brewer says the initiative, created by digital agency Konstellation, will be a success because it caters to both drinkers and bars; visitors receive cheaper beer, while the bar receives word-of-mouth buzz on Instagram. Carlsberg will not curate the content adding it wants to build advocacy for the brand around specific nights.