Tiger Beer is launching a digitally led campaign that centres on exclusive events and offers.
The "Know the not known" activity, created by Exposure, targets key influencers, such as bar staff, as well as the lager brand's "20-something urban male" core target audience.
At the centre of the push is a Facebook page where users are rewarded with access to invitation-only, Tiger-supported events, as well as "exclusive insider information" such as music and fashion tips. The aim is to create a dialogue between consumers and the brand.
From Monday, the initiative will be promoted via ads in lifestyle magazines such as Dazed & Confused and Empire, as well as an outdoor push and partnership with Vice magazine.
This article was first published on