Unravel The Secret
Posted on July 30, 2008 - Filed Under ideaDRUNK's ideas
One of the best ad campaigns for beer in recent history was the “Unravel The Secret” campaign for Tiger Beer. I remember when I first saw the ads, I thought it was the coolest thing ever. They actually told a sequential story that seemed to be fraught with history, intrigue and mystery.
Asia 1939
London 1954
Paris 1979
New York 2004
It’s rare that a company will pour this much money into production and not back it up with air time. I guess they were hoping for these videos to go viral, which never happened in North America. But these are still awesome video that makes me want to be part of the Tiger Beer society. Or is it the League of Tiger Beer? Whatever.
It got me thinking. What would be some cool ways to extend this campaign from these commercials into the real world? Here’s what I came up with:
1. Run an alternate reality game like the Art of the Heist. Get people to track down and protect the secret of Tiger Beer.
2. Create an actual secret society around Tiger Beer.
3. Have a bar in each major city in Canada with a secret room that you can only get into with a password.
4. Something with the tattoo? Spot someone with the tattoo when you’re out and they give you free beer.
5. Have a hidden code in the Tiger Beer label (like the Kokanee sasquatch)
What are you thoughts on these? Do you have other cool ideas to add?
- Christian
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