Cider-maker Rekorderlig has kicked off its Swedish-inspired summer marketing campaign, Midsommarstang, with a front cover wrap of London-based magazine Time Out as part of a month-long partnership.
The brewing company has tapped into its Swedish roots for its Midsommarstång campaign, bringing a Swedish midsummer tradition to the UK.
A pop-up festival will accompany the Midsommarstång campaign, offering consumers the opportunity to sample the games, food, music and atmosphere of a Swedish midsummer celebration, together with some Rekorderlig cider.
To promote the campaign and event, the cider brand has partnered with Time Out for a month-long series of content-lead elements, launching today with a fold-out cover wrap containing an illustrated map detailing locations of the Rekorderlig pop-up festival experiences.
Custom editorial throughout the month will detail the festival in Time Out print, online and a co-branded social video. Time Out have also supported the partnership through marketing and PR to promote the series of events.
The partnership was conceptualised, brokered, and managed by Newcast, Zenith’s partnership arm, the events programme delivered by Saatchi & Saatchi, with branded content created collaboratively by Time Out and Saatchi & Saatchi.
The summer festivities will commence on 25 June for 30 days, taking place in Paddington Basin, Granary Square Kings Cross and Olympic Park.
Jack Woodcock, creative solutions manager for Time Out said: "Rekorderlig’s Midsommarstång project presented an exciting opportunity to utilise every element of Time Out’s ‘Discover, Book, Share’ proposition.
"As well as creating inspirational content on the programme of events, Time Out has operated as the exclusive ticketing partner.
"We are also very excited to release our most ambitious piece of social video ever. The team were challenged to create a film exploring the locations the Midsommarstång will visit along Regent’s Canal."