Carlsberg's Free Beer Billboard Serves Samples on Tap
Laura McQuarrie — April 9, 2015 — Marketing
References: prexamples & theguardian
Countless alcohol brand advertisements try to tempt consumers to go out and buy a product, but this billboard from Carlsberg creatively quenches thirst by offering free beer on tap. The 40' poster is part of Carlsberg's #ProbablytheBest campaign, promising that this advertisement is "Probably the best poster in the world." Public approaching the poster have the chance to drink up an icy cold half lager. Set up on the side of an Old Truman Brewery in Shoreditch, a line of beer lovers was quick to form.
Since the prospect of free beer being given out on the street could take a turn for the worse, people were limited to redeeming one beer from the poster and Carlsberg stationed a security guard dressed in ordinary clothes nearby to keep everyone in order.
From a marketing perspective, this hybrid sampling billboard is an ingenious way to create a want for a product and immediately give a consumer what they crave.
Since the prospect of free beer being given out on the street could take a turn for the worse, people were limited to redeeming one beer from the poster and Carlsberg stationed a security guard dressed in ordinary clothes nearby to keep everyone in order.
From a marketing perspective, this hybrid sampling billboard is an ingenious way to create a want for a product and immediately give a consumer what they crave.
Trend Themes
1. Interactive Sampling Billboards - The use of interactive billboards that offer free product samples is a disruptive innovation opportunity for marketers to create immediate consumer engagement and generate interest in a product.
2. Promotional Campaigns - Promotional campaigns that offer unique and memorable experiences, like free beer samples from billboards, can disrupt traditional advertising methods and capture consumer attention.
3. Creative Outdoor Advertising - Creative outdoor advertising solutions, such as Carlsberg's beer-dispensing billboard, present disruptive opportunities to surprise and engage potential customers in public spaces.
Industry Implications
1. Marketing and Advertising - The marketing and advertising industry can leverage the concept of interactive sampling billboards to create innovative and engaging campaigns for various products and brands.
2. Alcohol and Beverage - The alcohol and beverage industry can explore the use of promotional campaigns that offer free product samples, like Carlsberg's beer-dispensing billboard, to create buzz and increase brand awareness.
3. Outdoor Advertising - The outdoor advertising industry can embrace creative and interactive solutions, such as beer-dispensing billboards, to attract attention, engage passersby, and revolutionize traditional advertising methods.
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