Carlsberg Canada believes that the day, on which people get married, is one of the most special occasions in their life. Through its Big Wedding Bash, the brand gives one deserving couple with an inspiring, impressive, unconventional or just sweet love story to win $100,000 for the wedding arrangements and make this day really worth to be remembered.

The green label invites Canadian couples to visit the dedicated hub www.BigWeddingBash.ca and share their happy pictures and how-we-met stories with the rest of the world. The entrants are expected to make really catching profiles and unveil their creative plan on how they are going to spend the money to be saved by Carlsberg—all this for voters and the jury to make sure that the couple really deserves the big money. The contestants can employ all appropriate methods to draw as much attention as possible to their story—Carlsberg encourages them to “use social networks like Twitter and Facebook, post videos and photos online, buy a billboard, or get on the radio—the more buzz the better.”

The first round of voting ends on August 20, when the three finalists will be selected by the panel and will proceed to the second round of voting to  continue the ‘battle’ for the grand prize—one grandiose wedding bash at Toronto’s Capitol Event Theatre on October 1, 2010. For the winning couple, which will be determined on September 1, Carlsberg will also arrange huge bachelor and bachelorette parties and a grand reception featuring a band (its name is yet to be announced) after the grand event. All the decorations and ultimate wedding necessities (including dresses, rings, cakes, flowers, etc.) will be provided by the brand as well.

«We really wanted to do something different to create buzz and awareness for our brand, but ultimately this is about engaging with our consumers, though there’s a sampling component as well,» commented Becky Kwiatkowski, brand manager for Carlsberg Canada.