Tuborg Beat the Intro
Danish beer Tuborg, part of the Carlsberg family, is a sponsor of several music festivals in the UK, including Hard Rock Calling, Lovebox Weekender, Leeds/Reading and Bestival. The festivals are being promoted online with an online brand game, Tuborg Beat the Intro, online at tuborg.text2win.biz, promoted with a video on YouTube and music site Spotify. Tuborg Big Ears looks like a badly produced 70’s scientific lecture presented by ear scientist, Dr Maurice Van Winkleton. The Dr introduces us to his subject, 89 years old Stan, who to use the scientific expression has ‘massiveearius’. The premise of the lecture is the fact that our ears never stop growing our entire adult life which explains Stan’s condition. It is Stan’s ridiculously large ears that have led to him becoming the current champion of Tuborg’s Beat The Intro. Stan’s ears allow him to pick up sounds 89% faster than normal which is why he is so talented at a game where the objective is to guess the song as quickly as possible from the 10 second intro. At the end of the film there is a link to www.tuborg.co.uk/festivals for the chance to win tickets to the big festivals throughout the summer.
Click on the image below to play the video in YouTube
The Tuborg campaign was developed at M&C Saatchi, London.