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Social Media Beer Heineken

Second phase of Tiger Beer's 'Know the Not Known' campaign to drive Facebook page traffic

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By The Drum Team, Editorial

January 28, 2011 | 3 min read

The second phase of the digital led national campaign ‘Know the Not Known’ has begun to roll out from Tiger Beer, with a new creative execution to run across on-and-offline platforms from next month.

The campaign, created by Exposure, will aim to boost awareness and drive further trial of the brand amount its young adult urban target audience by provoking curiosity and then rewarding through engagement.

Initially launched in October 2010, the ‘Know the Not Known’ campaign ran across several marketing channels, with the unified call-to-action of driving consumers to its Facebook page, where they could access underground events supported by Tiger, and exclusive insider information from media titles.

The work is created by four contemporary artists working across art, design, film and music, all incorporated within the marketing campaign, with consumers being challenged to find and follow reference to Tiger in the imagery to secure access to exclusive events and offers.

QR codes will also feature on the differing creative platforms, including the new off-trade four-pack, directing them to the Facebook site.

Musician and illustrator Ferry Gouw will feature in the second phase, hidden amongst other elements of the artwork, which will be supported by full-page adverts in key lifestyle titles such as Clash, Dazed & Confused and Empire.

Jason Wills, senior brand manager for Tiger Beer at Heineken UK, said: “We are tremendously excited by the Know the Not Known campaign and the potential it has to engage and draw consumers to the brand through a sophisticated mix of platforms. We have created the limited edition four packs to ensure that the ethos of the campaign is brought to life in the off-trade and this will enable retailers to stock something exciting in the beer aisle to encourage sales, particularly during a sales period outside traditional seasonal peaks.”

Social Media Beer Heineken

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