Tiger Beer puts fans in sticky situations

Local brewer Tiger Beer has launched a new campaign, ‘Game Time', which challenges fans to come up with creative ways to get out of tricky situations to catch "live" football matches on time.The campaign runs across mediums such as print, OOH, TVC, radio, social media and also has an augmented reality aspect added to it. This is the first time the brand is utilising augmented reality as part of its on-ground consumer activation.Located at Dhoby Ghaut MRT station from 12 April onwards, upon detection of a passer-by on its camera system, a wall mural placed along the walkway will be triggered to display thought bubbles filled with quotes about what fans typically think about when planning to catch the next big football match "live".An "SOS SMS" automated service will also be activated during the campaign period where soccer fanatics can request for a pre-set SMS from a chosen set of characters, including their boss, sweetheart, mother, brother and lawyer to give them an excuse to leave and catch a "live" football match in time.Meanwhile to kick start the campaign, Tiger Beer is introducing a new commercial depicting 80 fans running along the streets to make it in time for the big match. The commercial was filmed in Singapore from Ann Siang Hill to Shenton Way and features a commentary by former footballer Paul Masefield.Fans can also participate in the campaign, by logging onto the Game Time application on the specially-created website to share their most original suggestions on how to make it in time for a match based. Every week, the brewery will present to consumers four tricky scenarios for them to comment on.The best submissions will be featured in the ‘Tiger Playbook', a limited edition guide especially produced to illustrated the escape routes. Fans with the best entries can also catch a Barclays Premier League (BPL) match live in London with three friends."More than just a guide, the ‘Tiger Playbook' will allow the brand to connect with, engage and build up the camaraderie between fans regardless of the teams they support," Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore said. He added that ‘Game Time' is the brands biggest football campaign for the year.Throughout the campaign, Tiger Beer will also be running channel promotions at selected bars and restaurants and BPL football jerseys will be given away along with a special edition Tiger Beer football.The campaign runs until May this year and DDB was the creative agency behind the handle while ZenithOptimedia handled the media buys.