Carlsberg puts friendships to the test in Singapore

By answering a series of questions through the application, users have the opportunity to decide the ending of their tale of friendship by 30 April. Three heroic friends, who have the most creative and courageous answers, will be awarded an exclusive celebration with Carlsberg and three of their friends, worth up to S$1,500 (US$1,208), on 10 May 2013.

The local initiative follows the brand's online video campaign, which launched globally on 13 March, and will run until the end of April, according to the company. The three-minute video shows gamblers at a poker den calling their friends after midnight claiming they are in trouble and need €300. Hidden cameras track the unsuspecting friends as they make their way to the den through dark alleyways, a fight scene, fire-filled corridors and a lift with a man peddling edible insects. Those who persist and deliver the money to their friends find that the situation was actually an elaborate test of their friendship.

“The inspiration behind this campaign is essentially the mission of Carlsberg—to inspire the world to live more courageously,” Bernard Yeo, head of marketing atCarlsberg Singapore, told Campaign Asia-Pacific. “Along with our previous campaigns, we seek to discover bold and courageous moments, and reward them with an unexpected and amazing celebration in true Carlsberg style.”