Twin campaign delivery
Carlsberg: connect a qualifying purchase with branded participation.
Carlsberg’s venue campaign linked a product-combo purchase with a mobile augmented reality game. Promotional staff issued the entry code, and the player’s score determined gift qualification.
About the client
A venue campaign for an international brewing brand
Carlsberg was founded in Copenhagen in 1847 and is now part of a brewing group with around 37,000 employees and a presence in more than 150 markets. Its brands operate across very different drinking occasions, venues and customer settings.
This Vietnam activation joined a qualifying Carlsberg purchase with staff-issued QR entry, an augmented reality game and score-based gifts. The project scope was the promotional experience and its participation journey.
Client context: Carlsberg Group · company profile. Company figures describe the client’s business; the project scope is set out below.
The campaign purpose
Make participation part of the venue promotion.
The campaign aimed to encourage Carlsberg product sales at participating venues with an experience that was easy to understand and play. The purchase and the invitation needed to work as one journey.
Twin’s campaign material describes a Carlsberg product-combo purchase qualifying the customer for a QR code from promotional staff. That code opened the mobile game.
The participation journey
Qualify at the venue, then play on the customer’s phone.
The experience ran in a Zalo Mini App. Players used the camera view to capture Carlsberg-branded targets and build a score. Reaching the campaign threshold qualified them for a gift.
Promotional staff formed part of the entry process. Their issued QR code connected the qualifying purchase with the game, making the real operating path clear alongside the on-screen experience.
- Purchase qualification
- The customer buys the qualifying product combination at the venue.
- Staff-supported entry
- Promotional staff provide the code used to open the experience.
- Score-based recognition
- The game connects branded play with the campaign’s reward rule.
The purchase-to-participation path
Summary of the programme journey described in the source material.
- QualifyBuy the campaign’s product combination.
- EnterReceive a QR code from promotional staff.
- PlayCapture branded targets in the AR game.
- Qualify for a giftReach the campaign’s score threshold.
Project value
A purchase-qualified promotion with a clear operating path
The campaign connected a qualifying venue purchase with staff-issued QR entry, mobile AR play and a score-based reward. That made the digital interaction part of an operating promotion, with clear roles for the customer and promotional staff.
The actual game screen shows the branded experience delivered. Its value was the joined participation journey: a customer could understand how to enter, what to do and how the score connected with a gift.
Discuss a similar programme
Bring your venue promotion and digital experience together.
Discuss the audience, purchase qualification and reward journey with Twin. We can shape the branded experience and the operating work around it.