Carlsberg has teamed up with North Kingdom and Swedish producer and DJ Axwell for Where’s the Party? 2013, an interactive experience which kicks off a music-based campaign spanning 22 countries. The campaign invites music fans across the globe to engage with a video and promote it using the Twitter hashtag #followthebeat.
The campaign launches with an exclusive release of a new solo track from former Swedish House Mafia musician Axwell, “Centre of the Universe”. This is supported by a music video & an interactive experience where fans are invited to follow the story of a young man on a journey to find a party by following the source of some distant music. The user interacts with the video to keep track of the beat by clicking on the scree with their mouse; if they stop following it, it will filter out and the man will not find the party. If they get it back, it plays at full strength and he carries on with his journey across L.A. to find the source of the music. Viewers also have the chance to win VIP tickets to watch Axwell perform live.
Edits of the music video will be used for Carlsberg TV and cinema commercials.