This system capable of issuing, tracking, reporting and drawing winners among several billion of codes to be printed on Carlsberg beer cans, bottles, caps, six-packs, scratch lottery tickets, is a pivotal part of Carlsberg’s Summer Campaign 2005. Participating beer drinkers can submit their codes via Internet flash website, or via cell phones’ SMS interface.

Carlsberg’s summer campaign is running in 16 markets around the world: Belgium, Canada, Cyprus, Germany, Denmark, Estonia, Hong Kong, Ireland, Lithuania, Latvia, Malawi, Poland, Russia, Spain, Singapore, Sri Lanka, Turkey, United Kingdom with prizes ranging from souvenirs and apparel to the top prize of a private jet trip for the winner and 7 friends.

If we build it, they will come.