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The Tennent’s Mutual is on its way as 2fluid creates new virtual Hampden

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By The Drum Team, Editorial

April 22, 2008 | 2 min read

Beer brand Tennent's will, next week, launch a new music project which will see music fans take control of the entertainment budget.

The Tennent’s Mutual is on its way as 2fluid creates new virtual Hampden

Beer brand Tennents will, next week, launch a new music project which will see music fans take control of the entertainment budget.

It is thought that £150,000 will be at the disposal of fans who will be able to vote on artists they want to see, venues they want to use and other details connected with the event which has been called The Tennent's Mutual.

Promotion for the event will be handled by ad agency Newhaven, PR consultancy Burt Greener and sponsorship firm Better Daze.

2Fluid, which earlier in the year was appointed as Tennent’s retained digital agency, has also been commissioned to develop the festival website.

Meanwhile, Tennents has also commissioned 2Fluid to create a new site for Virtual Hampden, bringing the beer brand's sponsorship of the Scottish football team online.

Focusing on Tennent’s football sponsorship, fans will be able log onto the site, secure a seat at a Virtual Hampden stadium and leave messages of support. Those who sign up will be able to access exclusive competitions, including a trip to Macedonia for Scotland’s opening World Cup qualifier.

The website platform will be supported by a sustained consumer PR campaign managed by Material, and a ‘significant’ below-the-line plan created by Stand.

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