If you are into watching videos online, you have probably seen Carlsberg’s bikers cinema stunt video that took place in Brussels, Belgium. Ever since the video came out last month, it has been going viral and are now charted among the most seen viral videos at the moment.
The video is an outcome of Carlsberg Belgium’s wish to give the brand a boost, as it was considered too formal and less approachable and daring. In order to tackle this, the brand decided to communicate to a younger target group and project the feeling of ‘stepping up and doing the right thing’. In the video, a couple enters a cinema where there are only two seats available among a group of bikers. The couple who stood up to face the challenge were rewarded with a true Carlsberg moment based on the slogan “that calls for a Carlsberg”.
Why did the video go viral?
We have talked to Bart Creemers, Senior Brand Manager at Carlsberg Importers based in Belgium to get his views on the video. In his opinion what was part of making the video a hit was the fact that it is easy to relate to as anyone can put himself or herself in the dilemma and think “what would I do?”.
“The idea of the bikers was just spot on in the sense that it is simple and recognizable for all. The situation is authentic, stepping away from traditional commercial. The sole challenge was to gather a big group of well casted ‘bikers’ as well as to make the ‘victim trap’ working in a real-life environment”, says Creemers.
In order to execute the campaign, Carlsberg designed a media strategy to create awareness through TV, cinema, outdoor and online video. On top, they leveraged a partnership with Kinepolis for the infrastructure.
Hit the lottery
As an important remark, Bart Creemers notes: “You are never able to forecast the success of a viral spot. In that case, it is similar to a lottery”
In our opinion Carlsberg has hit the right spot in creating the video. One can never fully plan a video to go viral, but as long as you have done something edgy, funny or interesting for the users, it will be worth sharing.
Carlsberg succeeded in creating viral video that nicely captures the essence of the brand and that really portrays the “that calls for a Carlsberg” moment perfectly. Today many viral videos plays on the doubt whether the video is fake or not. But this video portrays the daily act of courage and is authentic in the sense that it emphasizes the real-life and spontaneous reactions to the situation. And this is the entertaining part in it and what makes worth a look.
· 20,800 likes versus 180 dislikes and 1.500 comments
· Featured on YouTube Trends
· #3 Most Viewed (Per Week) on YouTube in the first week
· YouTube sharing figures: 630.000 Facebook shares, 13,500 tweets, 530 blog posts
· By charts: #1 on Mashable Global Ads Chart and AdAge Top 10 Viral Videos Ad Chart