Spark PR&Activate, Spark PHD and PHDiQ have drawn on their combined resources to create a campaign for Tiger Beer's new rewards scheme Fortune Avenue.
"The entire team is taking a long term view," says DB brand manager for international brands, Carla Rawson. "It’s all about having an ongoing conversation with consumers, building brand love and engagement. You can’t do that overnight – you need a sustained approach with the opportunity to tap into all sorts of experiences and opportunities."
The programme for the DB brand makes the most of associations with hip players in the music scene. Tiger Beer is already a sponsor of George FM's Damn! I Wish I Was Your Cover and the George FM Top 5, along with the Splore music festival, it says, adding a partnership with digital music service Spotify was a natural extension of this.
The brand has a tradition of supporting emerging artists with its Tiger Translate initiative, which features music, design, art, fashion, dance and photography from Eastern and Western nations.
Tiger Fortune Avenue is designed to reward existing Tiger beer drinkers and attract new consumers. Tiger 12 and 24 packs will have fortune cookies at retail and participating bars will offer the cookies with the Tiger beer they sell.
The messages inside have a code that can be entered online for rewards like music vouchers, Spotify subscriptions and tickets to next year's Splore event. Registered members can also win private shopping deals, tickets to parties and gigs, shoes and sunglasses.
Point of sale material include posters, pallet wraps, showcards and onscreen displays. Countdown is supporting the programme with a competition to win a trip to Vietnam's Tiger Street Football Final and New World is offering the chance to win a $200 music pack per store. Liquorland is giving customers two Tiger glasses with their 12 pack.
The promotion finishes on December 17.