Carlsberg – Where’s the Party

North Kingdom helped Carlsberg and former Swedish House Mafia member Axwell announce the launch of "Where’s the Party?" 2013 – a campaign spanning 18 countries across three continents inviting music fans across the globe to #followthebeat.

The four-month integrated campaign launches with the exclusive release and world premiere of Axwell’s new solo track, “Center of the Universe”. This was supported with an interactive music video experience at www.wtp13.com where fans are invited to follow the story of a man on a journey to find the party.

This campaign has driven a digital idea beyond the core interactive experience – into TV, cinema, content marketing, retail, social and even to the event itself.

Within hours of launch 40,000 views of interactive film, 10,000 views on mobile, 200,000 mentions on Twitter.

3m+ views of the official music video on YouTube. Combined views are +6 million, far ahead of expectations.

10,000 tickets sold to main party event in Stockholm - the largest crowd ever for Where's the Party