We love this stunt! It reminds me of an experiential campaign that Heineken did in Italy during final match of the UEFA Champions League in 2009, which turned out as a brilliant PR stunt.
This year Carlsberg announced a global rebranding in efforts to build strength while reaching out to a younger and more adventurous audience. To promote the new tagline “That calls for a Carlsberg”, the beer brand has filled a cinema with 148 stereotypical bikers, carrying some aggressive facial expressions, and left only two seats available in the middle of the theatre.
The whole activity was filmed and went viral on September 22, turning into a big hit on Youtube with almost 3,600,000 views. As you will see from the video, when couples walked into the room, they suddenly faced the intimidating crowd staring at them; most decided to leave rather than taking over the last two seats. The reactions are priceless and surely put a smile on our faces!