Summer Bottled: Campaign adds zest for Carling

UK – London-based creative agency VCCP Blue has created the Summer Bottled campaign for Molson Coors that uses YouTube to promote consumer interaction with its Carling Zest brand.

The YouTube element of the campaign asks users to compose a two-minute sound bite from a selection of recorded summer sounds, such as bottles clinking and bees buzzing. This sound bite can then be shared via social media and entered in a competition to win tickets to the V music festival.

This is a great example of a brand campaign that picks up on the participatory culture of the social media society, as media scholar Professor Henry Jenkins notes in our Future Media Landscapes macrotrend. Find out more about video-sharing in our forthcoming microtrend report.