FACEBOOK CAMPAIGN WITH 13,205 ENEMIES

Michael Maze and Carlsberg Sport entered a sponsor cooperation in January 2009. Most Danish people know the commercial with the penguin who fight against Michael Maze or through Facebook where Michael Maze is maligned by the penguin, backed up by no less than 13,205 friends of the penguin.

In connection to the campaign on Facebook, Lizanette G. Rasmussen, Product Manager in Carlsberg, Denmark, said: "With this campaign we try to create a bite of a hype and talk of town concerning Carlsberg Sport.

Michael Maze is a sports icon in the target group and he was therefore a perfect match to the campaign. The campaign is a serial to the new commercial with the table tennis playing penguin. By using Facebook we thereby incorporate the sport star in our marketing - giving it a more untraditional approach."

Michael Maze: "I think it is a very fun idea! With the incorporation of Facebook it makes it very different and innovative. It has been very fun to participate but also a bit provoking. The penguin has really been a pain says Denmark's great table tennis talent with a big smile."

RESULTS SALE AND BRAND The number of occasional users rose from 15 to 30 percent among all users, and from 30 to 35 percent in the target group.

BRAND DEVELOPMENT IN 2009 - category; Raise knowledge of brand' rise from 85 to 95 among all and from 90 to 100 percent in the target group.

RISE IN THE MOST IMPORTANT IMAGE PARAMETERS - Carlsberg Sport 'Gives new energy' raise from 15 to 30 percent among all users. Carlsberg Sport is 'cool' rise from 10 to 20 percent among all users. Carlsberg Sport is 'popular' rise from 10 to 25 percent among all users.

The entire campaign ended at Carlsberg Sport's homepage where 108,000 played the computer game. The winner represented the penguin against Michael Maze in a match that was played in Odense Zoo in August 2009. In the light of the normal app. 30,000 users the 108,000 users during this campaign is enormous.