Carlsberg @ ADDA DAY 2012

Media & Digital Director

Copenhagen – 29th Nov. 2012

Jakob Holm Kalkar

Digital satsning skal levere på strategien

Our strategy: Fluid & Focused

Page 2 Page 2

Managing consumer connections

Managing consumer connections

OWNED MEDIA

EARNED MEDIA

PAID MEDIA

Explosion in consumer

touchpoints

Organized through

APIs

Managed through systems

Leveraged through insights

ACTIVE

1 DAY ACTIVE

32 DAYS ACTIVE

64 DAYS ACTIVE

97 DAYS

7

Behaviour Ladder Attitude Ladder

Listeners

Casuals

Regulars

Super-fans

61%

31%

7%

0,58%

Social Ladder

Next step is to prove a relationship between social behaviour, attitude and consumption

Consumer Connections

Brand Equity

Return on Marketing Investment

Our long term ambition

CrowdIt Salgsapparat i lommeformat

10

CrowdIt

CROWDIT… …RELEVANT…SOCIAL…WHERE I AM…GUIDING ME TO GREAT EXPERIENCES…SAVING ME MONEY

CONSUMERS WANT...tools that can help them save time & money, so they can experience more CUSTOMERS WANT...tools that will attract consumers to their venues and boost sales

CROWIT IS...a window to the city nightlife that let’s you explore & discover great places & events. It allows you to connect with your friends and enjoy a free drink with new offers coming up every day.