A Social Media Campaign for Social Courage

You might think that a social media campaign excluding twitter and facebook is doomed from the start but Carlsberg are ‘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.’ In Sweden.

A Social Media Campaign for Social Courage

Why Sweden you ask? Because apparently the Swedes are among the most cautious and reserved in Europe which sparked the idea to create a social media campaign aimed at not only encouraging social courage but finding, and of course rewarding, the most courageous in Sweden all without the use of the social media behemoths Twitter & Facebook in their campaign.

Unbottle Yourself – In Sweden

Carlesberg have put together a social app for both the iPhone and Android to encourage the people of Sweden to ‘Unbottle themselves.’ The app contains over 500 missions and each mission represents a social challenge. Many missions require you to use smart phone features and social media to succeed. The kicker: “This contest is in no way sponsored, endorsed, or administered by, or associated with, Apple, Facebook or Twitter.” sits boldly above the explanation of the contest. It seems the social media campaign is focusing on the app and the experience of the consumer instead of the media they’ll be using to share their experience of the Unbottle Yourself Challenges.

Back to Social Media basics

Carlesburg have gone back to the basics of Social Media: engaging your consumer and beginning a meaningful dialogue/interaction with them. The Swedes are being challenged to shrug off their social inhibition and walk backwards for 5 minutes, challenging fellow shoppers to a supermarket trolley race or even pretend to be a mime and earn some money. In return Carlsberg are going to send the most courageous participant on a trip for two to Hong Kong for a ‘life changing’ party as well as a variety of daily prizes to encourage participation. It’s easy to get caught up in complicated and unnecessary Social Media endeavours, trying to be all things to all people on every platform. You don’t need an outrageous budget and big brand clout, although it can certainly help, this campaign shows all you need are a clear objective and a creative idea that focus on the engaging your chosen target audience and maintaining a meaningful dialogue and a real, long term relationship. If you would like to talk more about a bespoke social media campaign, get in touch with us at 4Social.