Unbottle Yourself

Carlsberg beer has a new contest utilizing a mobile app called "Unbottle Yourself", which will take place in Sweden. Why Sweden? The Carlsberg contest asserts that Swedes are "the most reserved people on the planet."

The grand prize: a party trip to Hong Kong

What to do to win: Swedes must accomplish various "missions" that include: "skipping down the street for at least one block; wearing a helmet at the gym; washing the windshield of a stranger's car; pretending to be a tour guide on a bus; and placing water bottles on the floor and racing between them like a ski pro."

Read article here: "Carlsberg tries to unbottle bashful Swedes" by David Gianatasio