For its new Build the Danish way campaign, Carlsberg have opened the world’s very first completely off-grid pub, powered only by waterfall. Agency Fold7 created the campaign in collaboration with its experiential arm, Hyperactive, as a unique social experiment and innovative design challenge. Carlsberg invited six young participants with no prior construction experience to come to together to build the pub.

Nestled in a hidden slate quarry in Cornwall, the pub, named the Carlsberg Cabin, sits at the head of a waterfall that powers its lights and the Carlsberg Expørt DraughtMaster beer pump via a turbine. Designed to sleep six people, the Cabin’s guests will be immersed in the beautiful Cornish surrounding with a spacious, social outdoor area with trees winding through its deck. A free-flowing supply of chilled Carlsberg Expørt beer to enjoy during their stay will complete the homage to Danish life.

Designed to give Carlsberg’s UK audience the ideal introduction to living the Danish way, the six handpicked participants in the forest had to embrace Danish values of simplicity, directness, and open communication in order to bond with their new campmates and create a team capable of pulling off the groundbreaking build over just five days.

Sleeping on site, in tree pods and suspended tents, the group spent their evenings around the campfire with simple conversation – and only the music they could make themselves – for entertainment. Fold7 captured the team’s progress in a content series “Build the Danish way” which will be launched across Carlsberg’s UK social channels including YouTube, Facebook, and Instagram, released in August.

The building itself is a modular design comprising sustainable larch wood which blends traditional Danish design cues with those of the classic British pub. The units were designed by architect Ben Huggins of New British Design. Hyperactive orchestrated the collaboration with New British Design and sourced the build location with site partner Kudhva, where the cabin is based.

Liam Newton, Vice President Marketing, Carlsberg said: “We wanted to build a pub that allowed people in the UK to live the Danish Way and get out of the rat race of city life. The carbon neutral design of the off the grid pub reflects our brand values around sustainability. We want the pub to provide space for quality conversation whilst taking in a view to take your breath away and a crisp, cold pint of Carlsberg Expørt with friends. We hope people enjoy staying at the pub and embrace living the Danish Way.”

Andrew Casher, Founder of Hyperactive said: “It’s every man’s dream to build a pub, but this project allowed us to indulge our fantasies at an inspirational location at Kudhva and the most innovative and progressive architects in New British Design. We’re very proud of the result. The pub is a long-term brand experience that remains true to Carlsberg’s heritage and principles of hygge, that Carlsberg fans will be able to enjoy for months to come.”

The Carlsberg Cabin can be booked now on Airbnb.

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UK pub and restaurant chain Mitchells & Butlers is delivering an interactive mobile experience incorporating gameplay to attract new visitors during the Euro 2016 football tournament.

The new online campaign is centred around the Mitchells & Butlers Green Card app, powered by Eagle Eye Solutions, the SaaS technology company that validates and redeems promotions in real-time, and is driven by technology from 3radical, whose Voco software platform already delivers interactive digital experiences for brands such as Dell, Zizzi, Visit Scotland and British Land.

Mitchells & Butlers is using the new technology to engage its customers in a fun and interactive way, starting off with a virtual bingo card game. The plan is to combine mobile and social experiences across its Sizzling, O’Neill’s and Crown Carveries brands.

This latest activity sees consumers access a virtual bingo game within their existing Green Card app, driven by 3radical Voco.

When users of the Green Card App click to play they receive a unique QR code, generated in real-time by Eagle Eye. Once scanned at the till in an outlet, this code unlocks squares on the customer’s bingo card with the flags of the two teams playing at that time.

After a line, row or full card of flags is unlocked players are sent a reward voucher (for example, for a free beer with a main course) which is saved in the wallet within the app.

Players will also have a chance to win a variety of prizes including a weekend break in the capital city of the winning country of the Euro 2016. Sharing the game via social sites such as Facebook and Twitter and answering quizzes about themselves will allow players to earn entries into other competitions to win additional prizes.

Tens of thousands of teams have already been unlocked by players, and a large population are also engaging with the other aspects of the interactive experience such as social sharing and quizzes.

Ben Riding, Marketing Manager, Sizzling Pubs, said: “As part of our commitment to our pub goers, we are keen to make experiences as exciting and interactive as possible. We see this new campaign as a significant innovation in the way pubs encourage new visitors and a way to encourage repeat visits and ongoing customer loyalty. The new campaign also allows us to collect data that can help us take a more personal approach to how we communicate with our customers.”

Phill Blundell, CEO of Eagle Eye, says: “The Green Card app has seen great success over the last two football seasons driving customers back into the pubs and increasing loyalty through real-time rewards and personalised offers. This new addition of the bingo game around the Euros will be a fun way for consumer to interact with the brand as well as generate new real-time data for M&B to use as part of their re- marketing activities throughout the tournament and beyond.”

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Strongbow is launching a “Night of The Zombies” on-trade promotion, offering consumers the chance to win Zombie experiences and Smart TV and Zombie movie packages.

Halloween is now worth an estimated £300m to pubs and bars and is seen as the third most important calendar occasion after Christmas and summer.

Following the success of last year’s Strongbow ‘Saint or Sinner’ campaign, the ‘Night of The Zombies’ promotion is set to run in 10,000 pubs and bars.

The campaign was created by integrated agency whynot! and runs until the 10th November nationwide.

Venues are being provided with Halloween kits including spider’s webs, Zombie caution tape and visibility-driving POS materials.

There are also over 3 million promotional scratchcards (300 per venue) which will be handed out with every pint of Strongbow bought (maximum two per person).

All scratchcards will entitle the consumer to discount vouchers off purchases from Prezzybox.com or Red Letter Days. Some give ‘instant win’ prizes  including t-shirts and tattoo sleeves and reward of some kind and also to the chance to win a major prize bundle. t-shirts and tattoo sleeves can be claimed from the bar.

To claim voucher rewards, consumers need to go online to www.facebook.com/strongbowuk or strongbowhalloween.com and enter their unique code and contact details.

All scratch card recipients can also enter online for the chance to become a “Winning Moment” prize winner.  To enter, they need to go online to Facebook or the competition site and enter their unique code and contact details.

There are a maximum of 75 prize bundles on offer including Ultimate Zombie Survival Kits which include three Zombie DVDs, a Zombie survival guide and a crate of Strongbow, Red Letter Day experiences including Military Activity Experiences and Zombie Battle Bunker Experiences, three Samsung 48″ 6 Series Smart Ultra HD 4K Curved LED TV plus four Zombie films on DVD and 20 Xbox One games consoles with one Zombie game.

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Heinz has launched a new £5m ‘Heartwarming Heroes’ campaign with both a consumer-facing element and a competition for pubs, restaurants and other food outlets.

Pubs and restaurants can win a top prize of £20,000, £10,000 of which is for the outlet and £10,000 of which is to organise a community event.

The whole campaign is knitted together with imagery showing Heinz foods, including Beanz and Tomato Ketchup, wrapped up in woolly hats and scarves which will appear on in-store and in-restaurant POS, outdoor media and elsewhere. There will also be social media, sampling and PR support

In addition, a national radio campaign will feature celebrities including Chris Tarrant, Griff Rhys-Jones, Barbara Windsor and Mel & Sue from The Great British Bake Off revealing their own Heartwarming Heinz moments.

Marco Marioni, assistant brand manager at Kraft Heinz, says: “The new campaign will remind consumers that Heinz products are tasty, feel-good foods that warm them up both physically and emotionally. We’re investing £5 million in the campaign which will reach over 90% of consumers shopping across all Heinz categories.”

Pubs and restaurants have until the end of November to register at www.heinzheroes.co.uk. They will get sent a pack including POS materials and free samples.

Consumers are being invited to nominate the pub or restaurant which they think is most at the heart of a community. They can vote by text, online at www.heinzheroes.com or by using #HEINZHERO on Twitter or Instagram.

The Heartwarming Heroes campaign follows on from the brand’s After School Heroes campaign which it launched for the back-to-school period and which is still open until November 1^st.

In that promotion, Heinz teamed up with DC Comics to launch a Super Heroes themed promotion on its core ranges; Pasta, Beanz, Soup and Reduced Sugar and Salt Tomato Ketchup. For a limited period, Batman, Superman and Wonder Woman have been featuring on pack and in stores in their animated forms. A competition offered consumers the chance to win prizes including 1,000 goodie bags, 1,000 DC Comics DVDs and, the star prize, a family holiday to Los Angeles.

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