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Carlsberg partners with world-renowned DJ Axwell to launch ‘Where’s the Party?’ 5/15/2013

Invitation to music fans to #followthebeat

Carlsberg and world-renowned DJ 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 campaign launches with the exclusive release and world premiere of Axwell’s latest solo track, “Center of the Universe”. This is supported with an interactive online experience at www.wtp13.com where fans are invited to follow the story of a man on a journey to find the party.

Viewers #followthebeat and explore Axwell's new track, 'Center of the Universe' using ground-breaking dynamic web audio technology by simple interactions. If they lose track of the beat, it will filter out and be lost in an echo. Get it back, and it filters in and plays at full strength. The more the viewer interacts - the richer the experience.

Axwell commented, “Music and partying are a true global experience. It doesn’t matter where you are in the world, you can have an amazing experience through music. Carlsberg’s ‘Where’s the Party?’ 2013 campaign is the perfect opportunity for me to unite millions of partygoers around the world through a shared multi-sensory experience.

James Smith, Director of Thematic Programmes at Carlsberg commented, “To our knowledge this is the first time these interactive techniques have been used in a music video experience. It's a unique combination of sound design, branded content, storytelling & interactivity. The more the user interacts - the richer the experience.  That calls for a Carlsberg.”

Throughout the summer, 18 markets will be launching “Where’s The Party?” with local parties planned across Europe and Asia. Malta is one of the participating countries and the local winner and three friends will be awarded the ultimate prize of a VIP trip to a special event. Participation is easy and the winner in Malta will be announced during this year’s edition of the Farsons Beer Festival, which will be held between Friday 26th July and Sunday 4th August at Ta’ Qali.

To #followthebeat and join the adventure, visit @Carlsberg on Twitter, www.wtp13.com or www.facebook.com/Carlsberg.