How Vielsker.dk Turned 10,000+ danes into voters for the Værtshus Awards using Scratcher
If there’s one thing Denmark does exceptionally well, it’s creating spaces that feel like home. The classic “brune værtshuse” — brown taverns — are more than places to get a beer. They’re tiny cultural landmarks filled with regulars, stories, laughter, and the unmistakable feeling of hygge.
So when Vielsker.dk set out to celebrate the people and places that make Danish tavern culture so iconic, they wanted to do more than just put up a quick online poll. They wanted to build something fun. Something interactive. Something the community would actually want to participate in.
And that’s where Scratcher came in.
An interactive voting experience that feels as cozy as the taverns themselves
Rather than presenting a static list of nominees, Vielsker.dk used Scratcher to create an engaging, playful voting experience for the Værtshus Awards. With the tool, they transformed a simple vote into a digital moment of discovery — a place where people could learn about the finalists, cast their vote, and feel part of a community-wide celebration.
It wasn’t just a vote — it was an invitation to be part of something bigger.
The tradition behind the awards: A community movement with heart
The Værtshus Awards are not just a local initiative; they’re built on years of genuine passion from the community. Every year, the Facebook group “Støt De Brune Værtshuse” (“Support the Brown Taverns”) teams up with Danmarks Største to celebrate the best of Danish tavern culture.
Together, they highlight three beloved categories:
- Danmark’s Hyggeligste Værtshus (Coziest Tavern)
- Danmark’s Hyggeligste Bartender (Coziest Bartender)
- Danmark’s Hyggeligste Stamgæst (Coziest Regular)
Across the country, 10 finalists are selected for each category — meaning 30 unique stories from all corners of Dannevang. The goal? To recognize the bartenders who create atmosphere, the regulars who bring personality, and the taverns that make Denmark feel like Denmark.
The numbers from the Scratcher dashboard are impressive — and they tell a clear story of a community-driven campaign that truly captured attention.
More than 10,000 people cast their votes.
Campaign Highlights:
- 19,935 impressions
- 16,562 interactions
- 83.08% interaction conversion
- 10,266 participants
- 51.5% participant conversion
- Avg engagement time: 1 minute 15 seconds
A conversion rate above 80% is remarkable in any digital context — and a 51% participant conversion shows that people didn’t just see the experience; they stepped in and took part.
The engagement spike during the nomination window only added to the excitement, proving the love for the local taverns.
This is exactly the kind of experience Scratcher is built for: turning a simple moment of interaction into something meaningful, memorable, and measurable.
Counting down to the big night in Forum Copenhagen — January 31, 2026
The anticipation now moves toward the big celebration. On Saturday, January 31st, 2026, the winners will be crowned at a festive event in Forum, Copenhagen. Trophies will be handed out. Speeches will be given. Drinks will be poured. And thanks to DrinxSjøbeck, the three winners — or possibly one triple-winner! — will receive special prizes.
What started as an online community vote will end as a real-world celebration of Denmark’s tavern culture — exactly as it should.
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