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July 8, 2009

Beer brand goes experiential for fifth year at Big Chill

Amstel, the Dutch beer, is launching a fully fledged experiential campaign at The Big Chill festival this summer, backing up a series of events with online social media activity.

It has appointed integrated marketing agency Iris to run the campaign, following a competitive pitch. 

As part of Amstel’s ongoing partnership with the event, which takes place in Eastnor Castle Deer Park, Herefordshire from the 6-9 August, Iris has created The Amstel Fringe to run for the duration of the festival – a bespoke programme of events that compliments The Big Chill’s existing events diary.

Fringe benefits: Amstel launches its own branded events at The Big Chill

This will be the fifth year that Amstel has had a presence at the festival, and the beer brand wants its campaign this year to be even bigger and better than before.

The activity will target all festival-goers over the age of 18 with events, such as picnics and a reading corner, that have been designed to be quirky and sociable, with the aim of getting people talking and having fun.

The event programme will run throughout the day and night, with the majority of the events taking place in the Amstel Bar in The Village Green area. Iris has linked up with Mike Keat of the Cuban Brothers’ fame, who will host events under the persona of an eccentric Dutch character, which Iris has created for the campaign.

In addition, iris has been charged with coordinating all pre and post-activity communications, which will include a viral marketing campaign in the run-up to the activity on social networking sites, including Facebook, Twitter and YouTube.

The agency will also be potentially organising a launch party and a reunion party at The Big Chill’s sister venue The Big Chill House. There will also be several ambient marketing initiatives occurring at various stations around the site during the festival.

“Amstel is the perfect match for the Big Chill as the brand is all about being easygoing and socialising with friends,” said Nico Tuppen, joint managing director of Iris Experience, Iris’ experiential operation. “This year, we are aiming to build on the success of previous years with something new – a quirky, and sociable programme of events that compliments the existing Big Chill programme, aimed at getting people talking and having fun.”

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