Client Royal Unibrew
Agency DDB, Copenhagen
Role Strategy and concept
Digital Design & Implementation: Stupid Studio
"Tak Rock" is a celebration to music, fans and amazing Rock moments, a way to celebrate and support the danish grass root bands and giving them a chance to get recognised. In collaboration with the famous danish rock band Kashmir and the music magazine Soundvenue, Royal Beer invites new danish bands to earn their right to become support act to Kashmir on their tour. The campaign includes limited edition beer cans, designed by the Kashmir band member Kasper Eistrup, where a slice of the price goes to support and develop new danish rock talent.
This integrated engagement campaign had over 800 bands uploading their demos during the first two months! It has been a great success in engaging the audience to conversations and social activities. During the first three months, RoyalBeer.TV attracted more visitors than MTV.dk and over 50.000 minutes of music was played on the website during the same time! Sales increased with 30 % during the campaign and the digital platform lives as evergreen content still today with still increasing consumer participation.