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Carlsberg Tests Friendship In Latest Prank Campaign

Duval Guillaume Modem, a communication agency based out of Antwerp, Belgium, may have found one of the key ingredients to viral marketing. Add unsuspecting participants, great actors and a dash of bizarre. Ok, maybe a lot of bizarre.

The agency is most well-known for their creative unconventional marketing campaigns for TNT Benelux. Their first campaign, ‘A Dramatic Surprise On A Quite Square‘  was a huge viral hit, reaching over 44 million views on YouTube. They then followed this up with ‘A Dramatic Surprise On An Ice-Cold Day‘ which received over 8 million views on YouTube.

Well the agency is back with another fun viral video for Carlsberg beer. This time they put friendships to the test by setting up unsuspecting people and making them believe their friends were in trouble to see how they would respond.

They received a phone call from their best friend in the early hours (1am to 5am) asking them to bring money to a poker game. The friend claimed they were in trouble and couldn’t leave until they’d paid. Friends who agreed to go and help had to make their way through some very shady situations in the building before reaching the poker game on the third floor.

If they went all the way and dropped the money on the table, they found out it was a stunt by Carlsberg. A curtain opened up to reveal a crowd of people cheering the ‘true mate’ in front of a banner reading “Standing up for a friend… that calls for a Carlsberg.”

Fans were also encourages to put their friends through a similar test by using their Facebook app to see how many of their Facebook friends would help out in the middle of the night.

The video was published on March 12, 2013 and in only a couple days, it has reached over 1.5 million views. Another hit by Duval Guillaume Modem!

Carlsberg Test 1 Carlsberg Test 2 Carlsberg Test 3 Carlsberg Test 4

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+

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