Carlsberg gears up to the New Year with a pimped out party

'Only hard-core party-goers need apply', it warns for its 16 hours of non-stop partying that starts from 2pm on New Year's eve all the way until 6am on 1 January 2011.

Valued at around SG$1 million (US$ 766,695), Carlsberg’s 'Pimp my party' campaign is integrated through-the-line, with emphasis on the Facebook platform, to reach out to tech-savvy party-goers aged 20 to 28 years old. 

Said Mr Bart Lim, general manager of Carlsberg Singapore, “Carlsberg hopes to strengthen our brand connection with the PMEB (professionals, managers, executives and businessmen) audience in Singapore."

Building up to the Siloso Beach Party on 31 December, the key elements of Carlsberg’s campaign include radio ads and on-air games on 98.7 FM, print ads in local dailies, two 15-second TV commercials on StarHub Cable, XINMSN and cinema, out-of-home bus shelter ads as well as the use of Facebook to generate interaction and participation.