Our plans started early.

Weeks beforehand, we created a special Carlsberg Armageddon countdown clock on youku and toudou (Chinese Youtube), running on the homepage of China’s biggest portals, and becoming a TV ad itself – to warn the end was nigh!

Specially-built interactive outdoor sites gave an extra frisson of excitement.

We made a mobile app so people could write their end of the world wish-list and ran this on renren (Chinese facebok).And we asked people to send us video diaries on how they’d spend their last day.

But the climax was December 21st - our final day on earth.

Almost half a million people joined five massive concerts and parties to celebrate the end of the world. They really could party like there was no tomorrow!

But you know what? The world never stopped. So this footage became a TV ad itself.

“Hey, we survived! Let’s have another Carlsberg…”

These events really captured the imagination of young Chinese beer drinkers.

Weibo lit up with photos, comments, posts and praise for Carlsberg’s end of the world.

140 mega-famous Chinese bloggers – with 328 million fans between them! - posted nice things about us.

Our videos were seen by over 5 million people.

And sales grew by 10% in this period.

But the result that gave us the most celebration?

Well, that was beating Budweiser, with just a fraction of their spend.

We ended up with 39% awareness – almost double that of Budweiser.

And we think that calls for a Carlsberg!