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Carlsberg AR Application

Carlsberg launched the first-ever on-pack augmented reality (AR) promotion in the UK, blending real and virtual worlds to engage consumers. The campaign aimed to boost brand awareness through an interactive 3D experience, turning a standard giveaway into a captivating game. Utilizing marker-based AR technology, the promotion achieved outstanding results: over 12.9 million impressions and a remarkable 87% click-through rate. With more than 52,000 downloads and significant user engagement, this initiative marked Carlsberg as a pioneer in mobile AR, setting a benchmark for future campaigns.

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Carlsberg AR Application

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  1. Carlsberg AR Application

  2. What exactly is AR ?

  3. 1) AR combines the real world with the virtual world 2) AR is interactive and in real-time 3) AR is registered in 3D

  4. Why has AR become popular ?

  5. 1962 1975 1990 1998 1992 History of AR 2011 2009 2008 2002

  6. 36% of the UK now own a smartphone

  7. Carlsberg AR Project

  8. The Task Raise awareness of / drive engagement with 3D promotion Use technology to deliver a ‘talked about’ Carlsberg experience

  9. How did we settle upon AR ?

  10. Campaign Idea (Turn 3D give-away into a game) Opportunity to deliver Carlsberg brand experience in form of a game

  11. The Technology (Marker Based AR) AR experience triggered by marker printed on packaging

  12. Carlsberg branding effective on mobile Impressions 12,980,754 Clicks 150,588 +87% Delivered CTR 1.16% +132% 25% of all users who clicked the advertising went onto download the application

  13. Application Performance (no 3 in the free entertainment chart) Application was downloaded on 52,239 occasions

  14. Application Usage Statistics • 82,372 user sessions • 44% played 3+ minutes per session • 15% played 10+ minutes per session • Overall consumers spent 15.3m seconds playing the game • which works out as 4,253 hours • Cost of £0.0046 per second spent of engagement Time spent playing with app more than justified costs

  15. Summary • This was the first ever on-pack AR promotion within the UK • Juniper research highlighted Carlsberg as AR pioneers ! • Campaign delivered unrivalled levels of engagement • Mobile AR is in infancy, but a great start !

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