Project: Unbottle Yourself
Client: Carlsberg
My Role: Head of Digital Production, Digital Producer, Creative Team, Seeding & Social Media
Project Description
Carlsberg Sweden is on a mission to unbottle the courage that brews in all of us. Not just any courage but the kind you need in social situations. The people of Sweden are generally cautious and reserved so we created a competition and social app for iPhone and Android to change all that. Our goal? To find and reward Sweden’s most courageous. The app contains over 500 missions. Each represents a social challenge. Many missions require you to use smart phone features and social media to succeed. The competition starts April 5 and will run until April 17, 2011. Afterwards, you will be able to continue to use the app and challenge your friends in a fun social game.
AWARDS & NOMINATIONS
Official Honoree, Webbys Award
Merit Award, One Show Interactive, Interactive Advertising
Finalist Award, Cannes Lion
Bronze, Epica Awards, Interactive
Finalist, Cresta Awards, Interactive, Internet Sites, Alcoholic Drinks
FWA Mobile Of The Day, April 11
Carlsberg - Unbottle Yourself - Case Study
The Game
In 2011, Carlsberg was on a mission to unbottle the entire nation, the problem was, that nation was Sweden, supposedly one of the most reserved nations in the world. So, Carlsberg had to create a campaign called “Unbottle Yourself” an iPhone app that had 500 challenges to help get more out of people.
The app was open for people to start completing challenges, all 500 of them are required to become one of 10 finalists who have a chance to win the ultimate party in Hong Kong. Along the way the user could tick off “gold” challenges that have instant rewards (like iPad2′s) if they were the first to complete them, submit the photo/video evidence, and have the Carlsberg social team approve your challenge.
The project contained three steps; a Countdown version to push the competition before launch. The Competition itself and a Stand Alone version to allow people to continue to Unbottle themselves long after the competition is finished. On the website we presented the best accomplished missions during the competition as well as on a specially built YouTube Channel.
This project challenged us to push our imagination beyond its limits and needless to say it was probably been one of the most fun and interesting test phases ever.
How to Unbottle Yourself - Launch
App Walkthrough
Unbottle Yourself - Missions
Unbottle Yourself - Interactive Radio Spot
