Mobile advertising agency Moblin has released the results of its mobile campaign for Carlsberg in Israel. Bringing together field activity, internet, OOH (out of home), and POS, the “360 degree campaign” incorporated a range of mobile technologies, including apps, QR codes, Bluetooth, and couponing.

A game created specifically for the campaign – which saw players trying to pour as as many pints as they could within 60 seconds – was installed on 20 predefined iPads, and wasn’t publicly available in the app store. Instead, Carlsberg models offered customers in 80 participating bars in Tel Aviv an opportunity to win a holiday to Berlin by playing. The app used location-based technology, connected to a high score table on Facebook, and was complemented by the use of Bluetooth to push an image to devices within a 100 meter radius, to encourage more customers to join the activity. A duplicate Facebook version of the iPad app rewarded the best players with a one-use mobile coupon to be used in the participating bars, sent via SMS. 

The campaign utilised an HTML5 location-based mobile minisite featuring a touch gimmick to pour a beer, that sent consumers to a page with the locations of the 80 bars, and a link to Facebook. Finally, a variety of QR codes were used over social media, t-shirts, on package, in-bar materials, and billboards.

This multifaceted approach resulted in over 10,000 iPad games played on field activity. There were nearly 100,000 entries to the mobile minisite, with more than 30,000 glasses poured. The overall clickthrough rate for the mobile advertising campaign was 3.5 per cent.