The four-month integrated campaign by Carlsberg begins with the exclusive release and world premiere of Axwell’s new solo track, 'Centre of the Universe'. This is supported with the music video & an interactive experience at www.wtp13.com, where fans are invited to follow the story of a man on a journey to find the party.

The experience features dynamic web audio technology & simple interactions. If the user loses track of the beat, it will filter out and be lost in an echo. Get the beat back, and it filters in and plays at full strength. The more the viewer interacts, the richer the experience.

Within hours of launch: 40,000 views of interactive film, 10,000 views on mobile, 200,000 mentions on Twitter. 3m+ views of the official music video on YouTube. Combined views are +6 million, far ahead of expectations. 10,000 tickets sold to main party event in Stockholm – the largest crowd ever for Where’s The Party.