1. Carling Black Label
Preliminary Proposal

2. Where did the idea come from?
The inspiration behind the campaign came from the Carling
Black Label cinema advertisement (Dambusters). The
bouncing bombs in this advert created a rippling effect from
wave to many.
That’s what we want to do with the campaign, to create and
promote an event that creates a viral sensation, rippling
through the social networks and media platforms.
The digital campaign slogan is “Bet he drinks Carling”, main idea
is to get people to join and refer this event. The event is based
on the idea of the ripple, where one friend tells another about
this promotion.

3. The Device
• The Carling Scanner (see on next page) is the key to
the whole campaign and long-term marketing strategy.
• Pubs can request one of these devices if they feel that
there is a high demand for this device.
• The device is to be integrated with our server to keep
track of the data being inputted and collected.

4. Preliminary
Layout/ Design

5. QR Scanner -
Removed from
design

6. Costs of Production
Keypad
http://www.alibaba.com/product-
gs/551485748/practical_and_fashionable_silicone_keyp
ad.html
After looking at the costs of QR code scanner - Decided to
remove that feature and instead - Promotion will be sent
to user and when presented to the Bartender it will have
a ACCEPTED feature. After pressing that button the
promotion will disappear.

7. How does it work?
• The device has two main interactive
features
o It has a keypad for customers or members to
input a promotional code.

8. How will the pubs register?

10. Bet & Win Carling
• This feature will also be available on the
iCarling App.
o You can keep track of your bets and
leaderboards e.g. Highest winning streak,
highest score etc. ( Losing bets will not be
shown as it may put users off).

12. iCarling App
Please remember these are only preliminary
ideas.
• The main features off the App
o Locate local pubs with the Carling Scanner
o Games e.g. Bet & Win Carling
o Local off licences locator (Is on the iPint App,
so we could just redesign that app instead of
making a new one)
o Refer a friend
o Newsfeed - up and coming events

14. The Event
• A short promo trailer entitled “Bet he drinks Carling” will
be uploaded onto YouTube and the main website. This
creates an atmosphere for what is to come and the
message incorporated into the video with the brand.
o The video is not serious but sarcastically
serious e.g.
http://www.youtube.com/watch?v=A-b2YNErwxw
• The event will feature some kind of promotion that
allows people to interact online (and offline through
smartphones?) and redeem that QR code or SMS
through the Carling Digital Scanner