Carlsberg heads online to find BFFs

The brewer's new 'Best Mate' competition puts professional bloggers to work.

Carlsberg Canada’s ‘Best Mate’ multimedia campaign has fellas aged 25-to-35 uploading videos, photos and stories about why they are ‘Probably the Best Mate in the World’ to win a trip to Las Vegas.

To publicize the campaign, Carlsberg is taking a more direct approach, with professional bloggers posting on websites focused on beer, music, soccer and lifestyle. On beer promo site and resto-review site, for example, video and content posts link back to the ‘Best Mate’ microsite, and help create buzz around the brand. Web banners are appearing on Yahoo, MSN and Facebook. Billboards and radio ads will also run across Toronto, Montreal and Vancouver.

‘We know we are speaking directly to our consumer,’ Becky Kwiatkowski, brand manager for Carlsberg, tells MiC about the use of blogging.

Toronto-based GJP, responsible for both the media buys and creative, worked with Toronto-based online communications co M30, to blog-power the site. There is also a Facebook page for the competition, where photos and videos can be uploaded, with 78 friends since it launched Tuesday.

So far the site has over 300 entries that will be whittled down to 30 finalists by a panel of judges by May 24. To keep the content fresh, pictures and updates of the finalists will be posted as they compete for the grand prize trip to Vegas.