Viral Now: Carlsberg's beery billboard

The beer brand encouraged consumers to grab a pint of beer from the billboard placed on Brick Lane in London.

Danish brewer Carlsberg executed an on-ground campaign titled 'Probably the Best Poster in the World', aimed at driving brand awareness and engagement in UK.

Created by Fold7, the activity allowed consumers to help themselves to a pint of beer from the billboard.

The billboard was embedded with the Carlsberg font and a stack of glasses along with the creative message 'probably the best poster in the world'.

Large number of beer enthusiasts made a beeline to grab a pint of beer. The activity was shot on camera and a video was created and promoted on YouTube. It garnered the brand over 1.4 lakh views in a week.

The billboard was placed at the Old Truman Brewery on Brick Lane in London. It was a 3x12 metre billboard in 3D, complete with a beer tap - bringing to life its famous 'Probably' campaign for the benefit of workers and shoppers in East London.

In one of the published reports, Dharmesh Rana, senior brand manager, Carlsberg UK, said, "We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can't just rely on great TV advertising. 'If Carlsberg did posters' is one of the many ideas that we'll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV."

With a legacy of over 100 years, the company has more than 500 different brands spread across more than 140 markets. Some of its popular brands are Carlsberg, Tuborg, Baltika No. 3, Somerby Cider and Karhu A.