The concept, titled Amp it Up, will see Tuborg film crews hit some of this summer's biggest festivals, encouraging revellers to demonstrate their festival style and show how they ‘amp it up'.
Video and stills of the styles will then form an ongoing live edit, which will be shown on the main and big screens around the festival sites.
Every time the edits stop between band sets, the faces from the crowd appearing on-screen will be given exclusive backstage passes.
Participants will also receive a special lanyard including festival information and money-off coupons.
To extend the reach and life of the campaign once the events are over, Closer will post festival highlights on Tuborg's music site and various social networking sites.
Activity kicked-off at the Download festival last weekend and will go on to visit Wireless from 4-5 July, and Reading and Leeds, both 28-30 August.
"Amp It Up will not only resonate among the festival crowds and enhance their festival experiences, it will also drive sales and front-of-mind recall after the actual festivals are over thanks to the viral element," said Closer group account director Chris Mallindine.
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