In partnership with Bauer, Channel 4 and OMD have created a solus campaign that runs from 30 July to 25 September across E4, 4Music and the Box channels to promote beer brand, Tuborg.  

The idea centres around a pop video challenge where fans can take part by producing their own music video for US hip hop band LMFAO and then upload it to Tuborg's Facebook page.

The best directors will then take part in a 24-hour challenge, where they have to put together a pop video for the band with Channel 4 film producers.

The campaign is staggered in phases: a recruitment phase; a showcase of the finalists; the making of the video; and finally a 3 minute montage of the final video aired across a week of ad breaks - including one special transmission on Channel 4. Recruitment starts on Facebook, and then the competition moves to 4Music.com.

The winner will be flown out to the US to work with LMFAO on a video edit of their song One Day, which will be part of the Tuborg Liquid Soundtrack. The edit will be broadcast on Channel 4 in September during a three-minute ad break.

The campaign will be used by the lager brand, which is owned by Carlsberg UK, to build on the "relatively low awareness" of the brand outside of festivals.

Chris Thornhill, Tuborg brand manager, said the campaign needed to play on the lager's links to festivals and music in order to boost its consumer base.

"For our first UK TV campaign, we set out to create something that generated excitement and interaction in an area our customers are passionate about - music," he said.

Chris Braithwaite, agency lead at Channel 4 commented,  

"we're delighted that Tuborg has become an active TV brand with such an innovative campaign that gives our viewers a chance at a prize of a lifetime. A great channel choice to build on the brand's music heritage and getting significant cut through to a discerning and cool TV audience"

The competition will be supported by a series of recruitment ads from the band's lead singer Redfoo that will run across C4 Digital, Channel 4 and Bauer Music channels. This content will be seeded virally and the campaign will also include Facebook Sponsored Stories.

For any queries relating to this, please contact Chris Braithwaite.