Carlsberg currently has two iPhone apps, one for writing comedy routines and planning nights in. The proposed mobile campaign would create an app called "What Time Do You Call This?!" that allows users to select excuses for being late or missing plans based on contextual details. It would source excuse ideas from a social media campaign asking people to submit excuses they've used. The app would be advertised on Carlsberg packaging and through text messages, capitalizing on trends in mobile social media and app usage among the target 18-55 demographic.

1. The mobile campaign idea Alex Moore Carolina Torres

2. What are Carsberg doing now?

3. They have 2 iPhone apps at the moment

4. One is called “CatNAV”

5. Which allows you to write your own comedy routine

6. And the other is called “Probably the best night in”

7. Which helps you sets up a brilliant night in with your mates

8. So what do we want to do?

9. Carlsberg is the a beer that encourages friends to get together and have fun

10. and whether you’ve decided to start a secret career in comedy,

11. or you’ve missed that romantic dinner with the missus to watch the game at your pal’s house

12. You’re always going to need an excuse when you get home.

13. Carlsberg don’t make excuses. If we did, they would probably be the best excuses in the world.

14. How will it work?

15. We start with a social media campaign that asks people to submit weird and wonderful excuses

16. The ‘What’s the craziest excuse you’ve ever used?’ campaign will provide us with huge database of user generated excuse.

17. These excused are catalogued, tagged, and become the content for our Carlsberg app “What Time Do You Call This?!?”

18. The app lets you choose from a series of contextual options (who, where, when)

19. And then calculates from that information which excuses fit best with your situation

20. Which you can then ‘share’ using appropriate social networks.

21. How can we take it to market?

22. Advertise the app on the bottles, cans and at point of sale with a QR code

23. We send a text to Blyk customers asking “Ever fallen asleep on the night bus?” Replies receive a crate of Carlsberg and a link to download the app.

24. Why will it work?

25. Rise in use of social media on mobile with 18-55 year olds (so we can be confident that the content will be engaging)

26. Rise on use of iPhone apps Effectiveness of SMS Cheap to produce, interactive, entertaining, and sharable.