Carlsberg’s “Where’s the party?” strikes a chord in Hong Kong, attracting more than 8,000 applicants.
Carlsberg has secured bad boy Edison Chen as the event’s ambassador for his “edgy” and “controversial” style, which Lois Wan, marketing executive at Carlsberg Hong Kong, said fits the core essence of the party.
“And we believe he can resonate with our core young target consumers and create noise in the market,” she added.
A promotional video “Are you bold enough” starring Chen, was posted on Carlsberg’s Facebook page to boost awareness and has generated over 5,000 likes and two hundred shares in three weeks.
Jointly organised by Carlsberg and CLOT, a music, fashion and PR company set up by Edison Chen and Kevin Poon in 2003, the event will be held on 17 August at a secret location.
The party pass can be collected by winning a small game on Carlsberg’s Facebook page from 20 June to 21 July, where 30 winning participants will receive exclusive invites to the event.
Wan said keeping the venue a secret and keeping Facebook fans in the loop are the most challenging tasks.