Show 2. maj 2025
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October 10, 2021
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Show 2. maj 2025
October 10, 2021
Can we drink like there is a tomorrow? In 2020, thousands of Danes offered up a resounding YES!
Meet Adopt a Keg.
Everyone has their favourite bar which they would be sad to see closing. Plus - is meeting your friends over a beer at a bar something to truly look forward to? You bet. All of these emotions were amplified beyond belief when COVID-19 hit Denmark and the world in early 2020.
So. What could Carlsberg do to help our friends in need - the bars? And help the bars help the Danes have something to look forward to?
The answer was Adopt a Keg. A digital service on carlsberg.com designed to help Danish bars come back strong after the lockdown. Here, people could fill up and exchange a digital keg for real beer in a real bar as soon as doors opened again. All to the betterment of the bars, the people and the brand.
Here’s how it worked:
You bought 4 beers from the supermarket
Logged on to Carlsberg.com
Scanned the barcodes on the beers
And voila. You now had two ice cold beers waiting for you, ready to enjoy at a bar near you once lockdown ended. Cheers!
As the summer saw the pandemic slow down, people created thousands of kegs. They met, talked and laughed over a free beer or two. At their favourite place. To the bars’ benefit and to people’s much needed enjoyment.
Because as the people were pouring in, so was the beer. And it’s not about the numbers and the exposure - although those were great. Just to mention a few: 15637 users supporting the initiative, 15235 kegs made, 6,3 million impressions on Facebook, and oh so many happy - and thirsty - souls.
Adopt a Keg made a difference. To the bars, to the people, and to our resilience. And - as we asked earlier - one question summed it all up perfectly:
Can we drink like there is a tomorrow?
Probably.
Danish Digital Award hylder de bedste digitale projekter
