Carlsberg Group Launches 'Happy Hour of the Future'

Carlsberg Group is hosting the happy hour of the future in Denmark with HappyBeerTime, a marketing innovation created by creative digital agency, Konstellation. Its success has Carlsberg Group interested in extending HappyBeerTime, and happy hours, in bars across the globe.

HappyBeerTime is a “plug & party” solution that runs from an HDMI stick and uses Instagram to bridge bar-goers off-line socializing with their online social media behaviors to extend happy hours, generate organic bar promotion and create user-generated content for Carlsberg Group.

Jens Jermiin, VP Group Digital of Carlsberg, stated, “Our innovation strategy is anchored around mixing creativity with technology to foster the new breed of consumer experiences for the advantage of our business.” Jermiin continued, “That’s why it was only natural for us to update the beloved concept of Happy Hour, with a new type of post-social media consumer in mind. This led us to ask Konstellation to come up with a solution that added to, rather than distracted from, a night out. And in our humble opinion, that is exactly what we’ve managed with #HappyBeerTime.”

The innovation is as simple as it is efficient: When the HDMI stick, similar to Google’s Chrome Cast, is plugged into a HDTV, bar guests have the opportunity to extend Happy Hour by uploading pictures to Instagram and tagging them #HappyBeerTime and the name of the bar.

Thomas Pries, Founding Partner & Chief Creative Officer of Konstellation, remarked: “At Konstellation we always seek to create new digital playgrounds for our clients’ customers by tapping into people’s existing behaviors. #HappyBeerTime is a good example of our approach to innovation, as people already instagram their way through their nights out. Our additions to this existing behavior are simple: an HDMI stick and hashtags. Bar-owners plug in the HDMI stick, and bar-goers use specific hashtags that, when added to their Instagram photos, result in instant rewards - prolonged Happy Hour, and of course, more beer sales.”

Konstellation HappyBeerTime Creative Credits

Thomas Pries, Partner & Chief Creative Officer

Claus Leinøe, Partner & Director of Client Services

Rasmus Høgdal, Associate Creative Director

Benjamin Bang, Associate Creative Director

Morten Grubak, Associate Creative Director

Philip Bock, Associate Creative Director

Stefan Arnoldus Rasmussen, Associate Creative Director

Mads Sülau Jørgensen, Technical Director

Morten Barklund, Developer

Kristian Rix, Producer

Bas Meister, Designer