Carlsberg Comedy
Our role
Cybercom were asked to develop the digital execution of an integrated TTL concept which would help achieve the following objectives for the Carlsberg Cat Laughs Comedy Festival in Kilkenny.
Challenge
- Create awareness of Carlsberg’s sponsorship of the Carlsberg Cat Laughs Comedy Festival
- Engage the target audience online and offline through the digital concept
- Build anticipation and hype in the run up to the CCL and drive volume (pints in hand)
Solution
Developed by Cybercom, R2S and WHPR, the idea behind the concept was that three comedians (PJ Gallagher, Karl Spain, & Jason Byrne) were ‘twined’ with three regions. Each of the hapless comedians had lost their beloved cats on the way to CCL and needed the help of the public to find them.
The cats were tagged and their positions could be traced on a Facebook map. Clues to their whereabouts were also released on the map and Facebook page.
Specific personal Facebook pages for the comedians were also created, this enabled them to engage directly with Fans of the page and canvas the public for help locating their cats.
Target Group
25 - 30 year old males.
Highlights / Awards
- Achieved a total of over 27,200 page views
- 3,168 interactions (video plays, photo views, likes, comments and wall posts)
- The page acquired a total of 3,326 fans from April 2010 – June 2010
