Carlsberg sponsors first edition of Hypefest HK to enhance customer experience

Carlsberg is sponsoring the upcoming first edition of Hypefest in Hong Kong, enhancing the customer experience with a bespoke brand area that blends beer, music, and art for a complete lifestyle immersion.

Presented by HYPEBEAST, an online platform for contemporary culture and lifestyle, the first edition of Hypefest in the city will be held at the Central Harbourfront Event Space on 9 and 10 November. It will feature a variety of cultural experiences, highlighting the intersection of creativity and culture. 

A spokesperson from Carlsberg told MARKETING-INTERACTIVE that the sponsorship targets a diverse audience encompassing lifestyle enthusiasts, attendees of music and cultural events, and young, vibrant individuals, all with the aim of bolstering Carlsberg's brand visibility among these groups.

As the official partner of Hypefest Hong Kong 2024, Carlsberg will launch a branded DJ stage inspired by its iconic hop leaf, showcased as a three-dimensional spectacle with a vibrant backdrop for the audience. It has also invited various local and regional DJs such as Yuka Mizuhara, Just Bee, JFÜNG, and Jerry Haha to perform on the stage, aiming to ensure that the exclusive DJ stage features high-energy performances filled with quality.

To enhance the visitor experience, Carlsberg will launch a hop leaf-inspired outdoor bar, featuring branded glass bottles that create a stylish hangout setting. Illuminated by vibrant green lights, the bar will also provide an electric ambiance, adding an extra burst of energy to the setting.

To further engage with the audience, Carlsberg has collaborated with Hypefest to launch a booth where visitors can purchase over HK$240 at the Carlsberg outdoor bar to unlock games and have a chance to win exclusive collaborative T-shirts.

Additionally, Carlsberg is promoting a ticket giveaway campaign on its Instagram and Facebook pages. Participants who Carlsberg Hong Kong’s social media pages, comment on the event post about their companions and festival outfits, and tag friends will have a chance to win day passes for the festival.

While Carlsberg has utilised social media platforms to promote its sponsorship, the focus will shift to enhancing customer experiences within the exclusive brand area during the event, according to the spokesperson.

“This immersive environment delivers a fusion of beer, music, and art encounters, intensifying our brand image and fostering enduring connections with event attendees,” said the spokesperson. 

In terms of measuring return on investment (ROI), the spokesperson said Carlsberg places a high value on collaborating with extraordinary cultural experiences catering to lifestyle and music enthusiasts. By partnering with major events, Carlsberg seeks to enhance the overall event experience for participants while also increasing brand visibility and awareness.

"This strategic initiative not only helps to establish Carlsberg as a vibrant and dynamic brand in the market but also contributes to a positive ROI through enhanced brand recognition and consumer engagement," said the spokesperson. 

Don't miss: How Carlsberg translates the idea of 'everything starts from curiosity' to HK audience

Back in July, Carlsberg assimilated its global campaign theme “Do the best things begin with curiosity? Probably” into Hong Kong to ignite people's curiosity further. 

The campaign centred around the core message - curiosity, which Carlsberg has always taken pride of. In fact, curiosity has been at the forefront of everything Carlsberg has done since J.C. Jacobsen opened the brewery doors in 1847.

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