Tiger FC reaches out to football fans online

SPORTS MARKETING   DIGITAL   TIGER

Malaysia - Tiger's football fan club in the region, Tiger FC has kicked off the "Fans' Cup" contest running online aiming to engage football fans during the Barclays Premier League season.

Running until 9 May, football fans would be able to participate in a series of challenges which will run monthly on Tiger Beer's Facebook.

The challenge for December, Fans' Cup Photo Pledge, requires fans to upload a photo of themselves in the colours of their favourite club. The photo has to be captioned with the fans' unique pledge of what they would do to prove themselves as true fans of their favourite club.

Fans will then have to gather as many votes for their entry and the participant with the highest number of votes will win the Photo Pledge challenge.

The ‘Fan's Cup' contest will search out the biggest fan who proves worthy at the end of the contest period, and be rewarded with a football viewing trip to the UK for two, while the runner-up will win a Vespa scooter, other fantastic monthly prizes including Nintendo Wii consoles, Sony PSPs, official football club merchandise, as well as Tiger Beer products.

Sean Koh, marketing manager of Tiger said: "This year, Tiger FC has taken on a new approach this 2011/2012 Barclays Premier League season, aiming to support, fuel and reward Malaysian football fans for their passion and loyalty, regardless of which club they support."

"Hence, the object of this season's marketing push is to strengthen Tiger beer's affinity with football lovers by saluting their passion and love for the game. This is where the Tiger FC Fans' Cup contest comes in, which aims to uncover the biggest BPL fan and send him/her and a guest to watch their favourite club play in the UK."

The campaign targets young urban males who follow the BPL and are Tiger beer supporters.

Tiger FC is driven through print ads in English and Chinese newspapers, while the Fans Cup contest is purely digital and being run on Facebook.

Agencies onboard the campaign are G2DI for creative and digital along with G2PR for PR executions.

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