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June 13, 2007

Asian tipple goes for cult movie experience

Tiger Beer has taken the experiential route with a new campaign devised to give the brand a cool edge by linking it to cult Asian movies of the 1960s and 1970s, and also capitalise on interest generated by Quentin Tarantino’s latest movie, Grindhouse, which revives the genre. Grindhouse film theatres screened old greats and incomplete films before they were sent to drive-ins.

Tiger Beer approached experiential marketing agency RPM to devise a series of Asian film screenings. In response, RPM developed two Grindhouse evenings free to the public, in an old cinema in Glasgow and within the London Vaults at SE1 London Bridge, delivering cool urban Asia to Tiger Beer and film fans alike.



Cult status: Screenings link Tiger Beer with Grindhouse cinema


Each evening included a double-bill screening of The One Armed Executioner and They Call her Cleopatra Wong from the director Bobby A Suarez, courtesy of Firecracker TV. Those attending received two complimentary bottles of Tiger.
In keeping with the theme, the public was also given the chance to dub their own Asian film and take part in filmed fight scenes to be downloaded off the Tiger Beer website after the event. Pots of noodles were also on sale to maintain energy levels.
Targeting 18 to 34-year-old male early adopters, the scope of reach has been broadened by filming the night with attendees contributing, encouraging distribution to friends.
The event was widely promoted with emails sent to the Tiger Beer and Firecrackers database and flyers handed out, as well as an extensive public relations campaign. All branded material displayed a link to the Tiger Beer site, encouraging those who missed the opportunity to contribute while at home or work.  
“This is the kind of brief the RPM team thrives on: high innovation, high creativity and highly enjoyable,” said the agency’s events director Alex Webb. “We feel confident the experiences resonate with current Tiger Beer consumers and pull-in the potential consumer.”
Tiger Beer’s marketing manager Steven Greaves was delighted with the concept. “We tasked RPM to come up with an innovative hook,” he said. “We were thrilled with RPM’s action-packed Grindhouse concept, which communicated Tiger Beer’s cutting-edge brand in a truly memorable experience.”

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