Tiger Beer: “Say it with Tiger” for Chinese New Year

Tiger Beer: “Say it with Tiger” for Chinese New Year

Digital Marketing   5th January 2017 - Catalyst Agency

As one of the most iconic Asian beers, Tiger Beer decided it was time to bring the Chinese New Year to an audience beyond Asia. With their “Say it with Tiger” campaign, they created a microsite with a greeting generator where users throughout the world had the opportunity to create, reply, and share custom greetings for the Chinese New Year.

The campaign incorporated the use of several social media platforms including Instagram, Weibo, and Wechat, and it expanded the reach of the promotion by using the involvement of several popular celebrities. The stars would share videos of themselves trying to do their best authentic Chinese greetings.

This campaign caught on, not only having success in Asia, but in countries throughout the world. It was a smart approach because they used multiple channels including digital, retail, and social media to generate interest. Additionally, they took the simple idea of a New Year greeting and used it to get users involved while promoting the brand.



Recommended Articles

What is it? How do you make a splash with your brand in the midst of festival goers? Malibu made its mark with The Malibu Rum Beach house, a tried and tested activation. Located at select US festivals the Beach House hosted thousands of party goers who experienced the true Malibu spirit. The...
What is it? Sheng Nu, meaning "leftover woman", had long been used by the Chinese state media to stigmatise unmarried women over the age of 27. Getting married was one of the biggest issues in these women's lives, who also happened to be part of SKII's target audience....
EE is a telecom company in the UK that wanted to increase their brand presence. They decided the 2015 Glastonbury Festival in Pilton, Somerset was a good event to target. It lasts for five days and is for the contemporary performing arts from music to comedy, theatre, circus, dance, and more....