It seems that the most effective way to promote a product is to add a ‘secret’ and ‘exclusive’ component to its image or promotion at least. This concept was employed in the recently launched ad campaign by Tiger Beer UK. The project developed by the Exposure agency and dubbed “Know The Not Known” is encouraging the UK residents of drinking age to get rewarded for being Internet-savvy and curious.
The campaign, which kicked off on September 29, includes a range of digital, outdoor, media partnerships as well as trade relations and events, to promote the iconic Asian beer on the British market. The brand also teamed up with aspiring creative minds from music, design, visual art and film industries to help spread the world and engage consumers through a series of collaborations. To find out the location of the eight events and get access to the special offers, consumers should keep their eyes on updates and ‘follow the signs’ posted by the brand on its channels, which include Twitter and Facebook.
The campaign is supported by Vice Magazine, which is its major media-partner, as well as other magazines such as Clash, Dazed & Confused and Empire, which feature print know the not known ads of the brand. The brand also launched an iPhone application, which provides the users with a bunch of features as well information on ‘hot spots’ and underground invite-only events hosted by tiger beer. The app users will also be able to read QR-codes with their smartphones to interact with the ads, directing to the Facebook page of the brand. Everybody who wants to be one of the limited group of people invited to the events, is invited to book the tickets online (but to do it quickly, as the spaces are limited).
The first of the eight NotKnowns will be unveiled on October 30 at 137 Mare St, Hackney E8 3RH— it will be “part secret cinema, part Halloween party and is curated by two of London’s best promoters,” and unfortunately, all the tickets to there are already sold out. Still, there are seven more NotKnowns plus special events, so over the course of the campaign, each tiger beer fan will be able to join in.
Jason Wills, senior brand manager of Tiger Beer, comments, “We believe we have created an engaging and innovative campaign that will generate real interest among our target audience through strong creative, seamless integration across channels, and a truly innovative digital focus.”
Watch a behind-the-scenes spot featuring Shawn Davey, one of the artists who participated in the campaign.
And the video from the launch party.