Hasta La Creative!

Here’s one way to get drinkers to engage with beer brands online: Extend happy hour.

That is the premise of a new digital program that Carlsberg Group is testing at bars in its home country of Denmark. The initiative encourages bar-goers to upload photos to Instagram, tagging them “#HappyBeerTime” and the name of the bar where they are drinking. The pictures then appear on a TV screen at the bar, with each photo adding a few more minutes to happy hour.

Participating bars must connect a special HDMI stick to an HDTV to make it all work. The payoff for the bar is that their name is shared across Instagram. Carlsberg presumably gets a bunch of people posting pictures of themselves drinking the brewer’s brands, which include its namesake brew, as well as Tuborg, Kronenbourg and others.

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