The Tennents Mutual is formerly announced
Tennents has formerly announced its new venture for music fans, while 2Fluid creates Virtual Hampden site for the brand's sponsorship of the Scottish Football team.
As revealed in The Drum last week, a start up fund of £150,000 will be at the disposal of fans who will create the live programme, which will begin in October / November, effectively replace two other projects backed by the brewer, Tryptic, and T on the Fringe.
Promotion for the event will be handled by advertising agency Newhaven, PR consultancy Burt Greener and Better Days. Pearlfisher and Starcomm shall also be involved.
2Fluid, which earlier in the year was appointed as Tennent's retained digital agency, has also been commissioned to develop the festival website.
“There’s absolutely nothing else out there like The Tennent’s Mutual,” said George Kyle, head of sponsorship at Tennent’s Lager. “But the ethos behind it definitely reflects what music fans want right now. Who knows what gigs will happen and where – the point is that it’s up to the fans to decide, which is a tremendously exciting step. Ultimately we want people the length and breadth of Scotland to get involved in a great music debate and for their collective viewpoint to be heard as loudly as possible.”
Meanwhile, Tennents has also commissioned 2Fluid to create a new micro site for Virtual Hampden.
Fans will be able to interact with the campaign over the summer months via the micro site and will be able to log onto the site, secure a seat at a Virtual Hampden stadium and leave their messages of support. Those who sign up will be able to access exclusive competitions which could see fans win a host of National Team prizes including a trip to Macedonia for Scotland’s opening World Cup qualifier in September. Fans will be able to leave personal messages to the Scotland team, after securing their own ‘virtual seat’.
The website platform will be supported by a sustained consumer PR campaign managed by Material Marketing & Communications, and a 'significant' below the line plan created by Stand.
The site went live this week at www.tennents.com/football