# Social Beer Experiments The Carlsberg Bikers Stunt Turns a Movie Theatre into a Bar By Marie | Published 2011-09-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/carlsberg-bikers-stunt References: [brandflakesforbreakfast](http://www.brandflakesforbreakfast.com/2011/09/have-pair-drink-beer.html) & [duvalguillaume](http://www.duvalguillaume.com/news/2011/carlsberg-stunts-with-bikers-in-cinema) If you've ever walked into a movie theater filled with 148 rugged men with only two seats left in the middle, you may have been a part of the [Carlsberg](https://www.trendhunter.com/trends/taxi-driver) bikers stunt. The Danish beer company took to a theater in Belgium as part of their 'That Calls for a Carlsberg' campaign, asking unsuspecting couples to brave a crowd of rough-looking men for seats in the packed theater. While not every couple managed to make their way to the available seats, those who did were rewarded with applause from the bikers, and [two bottles of Carlsberg](https://www.trendhunter.com/trends/go-for-dos). The Carlsberg bikers stunt brings new meaning to the term "never judge a book by its cover," showing that bravery and an open mind can, and should, be rewarded. The combination of a positive, anti-discriminatory message and a [hilarious stunt](https://www.trendhunter.com/trends/legendary-stories) makes this an extremely memorable ad. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 63% | Activity: 99% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Anti-discriminatory Marketing:** Companies can utilize anti-discriminatory messaging in their marketing campaigns to promote inclusivity and diversity. - **Surprise and Delight Marketing:** Surprising consumers with unexpected experiences can enhance brand awareness and customer loyalty. - **Experiential Marketing:** More companies are turning to immersive and interactive experiences to create memorable connections with consumers. ### Where This Applies - **Advertising:** Anti-discriminatory and surprise and delight marketing can provide disruptive innovation opportunities for advertising agencies. - **Entertainment:** Movie theaters and other entertainment venues can offer unique experiential marketing campaigns for consumers. - **Beverage:** Beverage companies can create memorable brand experiences through surprise and delight campaigns and anti-discriminatory messaging. ## Related on Trend Hunter - [Taxi Driver-Centric Branded Events](https://www.trendhunter.com/trends/taxi-driver.md) - [Social Connection Campaigns](https://www.trendhunter.com/trends/is-this-seat-taken-campaign.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Authentic Connection Campaigns](https://www.trendhunter.com/trends/hijack-socialization.md) - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Superstitious Fan-Inspired Campaigns](https://www.trendhunter.com/trends/the-twelve-pins.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Back-Row Beer Campaigns](https://www.trendhunter.com/trends/back-rack-hack.md) - [Friendly Fandom Campaigns](https://www.trendhunter.com/trends/fans-have-more-friends.md)