Carlsberg Canada is giving away a $100,000 wedding to one lucky, socially connected couple in Ontario.

The contest invites fans of the green bottled brew to submit a photo and how-we-met story to BigWeddingBash.ca. The first round of the competition is based partly on online voting, but the selection of the three finalists will be determined by a panel based mainly on "creativity and passion," according to Becky Kwiatkowski, brand manager for Carlsberg.

"We're looking for them to post pictures or videos, make a billboard or get on the radio, anything to prove to us why they should be selected," Kwiatkowski said of the initiative which mirrors the brand's Best Mate contest last year.

After Aug. 20, the three sets of finalists will move to a second and final round where the winner will be chosen through online voting. The overall winner will be named Sept. 1.

Before their big day, the bride and groom will receive Carlsberg bachelor and bachelorette parties along with tickets to a Toronto FC soccer game and team jerseys. Carlsberg will also hand out 1,000 tickets to the wedding to people in the stands. The company will do the same at the bachelor/bachelorette parties.

The wedding itself will be held at the Capitol Theatre in Toronto on October 1, followed by a reception featuring a yet-unnamed band.

Decorations, wedding dresses and tuxedos will all be provided for the winners. Guests can expect to see some brand-appropriate green at the ceremony, but Kwiatkowski said "we're not necessarily going to have big banners and posters. The bottle will do the messaging.... The wedding dress will be white, but it might have a green belt or something."

Thanks to a partnership deal with Converse, the wedding party will also be wearing Chuck Taylor shoes throughout the wedding day.

"We really wanted to do something different to create buzz and awareness for our brand, but ultimately this is about engaging with our consumers, though there's a sampling component as well."

Because the contest is housed online "where most of the audience works and plays," promotion for the contest is largely digital, including Facebook ads and Twitter messages. Print ads will appear tomorrow in three free Toronto-area publications: Eye, Now and Metro.

Toronto agency Espresso designed the print work and manages the Twitter feed. However, Launch, a division of Consumer Impact Marketing, is steering the entire wedding project.

In the first 24 hours of the contest, 16 couples had signed up. While those results are higher than Kwiatkowski anticipated, she expects a smaller number of entries than the Best Mate competition, which garnered 1,800 entries. Weddings, after all, are more elaborate, personal affairs that usually take many months to plan. Kwiatkowski will consider 150 entries a success.

This marks the second beer-sponsored wedding in Ontario this year. In May, the James Ready brand sponsored Dean and Cori-Ann Litster's nuptials as part of its "How Can James Ready Help You?" campaign. That wedding wasn't a prescribed prize, but was one of many suggestions sent in by the beer's ans.

Kwiatkowski said planning for the Carlsberg wedding began in January, before news of the James Ready wedding broke.