Strongbow axes Bowtime bar ahead of festival season
Strongbow, the UK's biggest-selling cider brand, has unveiled a new experiential concept for its festival marketing activity.
Strongbow: introduces pub concept for festival season
The Graft and The Glory Festival Pub replaces the Bowtime bar, which has been used by the Heineken UK-owned brand since 2008. The new pub will have a presence at the V and Isle of Wight festivals, as well as at Creamfields.
The platform, created by marketing agency RPM, will reinforce the "Strongbow rewards hard graft" brand message, and the activity will be heavily supported through digital activity created by Lean Mean Fighting Machine. The festival marketing programme is expected to reach more than 500,000 consumers.
The digital activity comprises an application on the Strongbow Facebook page, which invites Strongbow drinkers to enter the Festival Pub Build 2011. On the page, consumers are invited to assemble a crew of five friends to earn three days of "VIP glory" for one day’s "graft" at one of the festivals where the pub has a presence.
To participate in the activity, consumers have to choose their "workmates" from their Facebook friends, and, in order to generate online communication around the crew, are asked to select and badge them from a list of 10 pre-selected stereotypes, including The Grafter, The Muscle and The Butterfingers. Once they have selected their workers, a winning team will be picked at random for each festival.
Tim Bisset, assistant brand manager of Strongbow, said: "Strongbow has a long-term established association with festivals and our ultimate aim is to deliver the best brand experience with the right target audience and bring to life Strongbow's 'hard graft' advertising message."
This year marks Strongbow's 13th year of festival activity.
This article was first published on marketingmagazine.co.uk
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