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Strongbow readies summer music festival activity

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By The Drum Team, Editorial

May 25, 2011 | 2 min read

Strongbow is hoping to reach more than half a million festival goers this year with a range of marketing and digital activity.

The cider brand is working on its festival presence with marketing agency RPM and it has launched a digital campaign by Lean Mean Fighting Machine to drum up interest in the build-up.

The Strongbow Facebook page invites drinkers to enter the 'Festival Pub Build' competition, where they can win 5 VIP tickets to one of the four festivals Strongbow is featuring at this year.

In keeping with Strongbow's TV ad, which celebrates hard grafters, the competition challenges entrants to choose a team of 'workmates' from their Facebook friends.

They are asked to select a badge for their mates from a list of ten stereotypes including 'The Grafter', 'The Muscle' and 'The Butterfingers'. A winning team will be chosen at random.

At the festivals Strongbow will have its own 'The Graft and the Glory Pub', hosting DJ sets and performances from the likes of Jaguar Skills, Goldierocks and The Nextmen.

Tim Bisset, assistant brand manager for Strongbow at Heineken UK, said: “Strongbow has a long term established association with festivals and our ultimate aim is to deliver the best brand experience with the right target audience and bring to life Strongbow’s ‘Hard Graft’ advertising message further .

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