Case Study: Tiger Beer breaks the rules for Chinese New Year with Tiger Twist campaign

Tiger.jpgTiger Beer has released results of their 2014 Chinese New Year ad campaign which featured the TigerTwist, the world's first Chinese New Year dance anthem, and renowned US hip-hop duo DJ Virman (Far East Movement) and DJ E-Man (Power 106 L.A.) in a music video.

The music video was launched to viral success, with overwhelming response from fans who helped spread branding awareness through video uploads across a range of social networks, using the hashtag #TigerTwist. The infectious tune and entertaining interpretations of the #TigerTwist CNY dance anthem by dancers and fans featured in the video were even lauded by some as "the next Gangnam Style" by some.
The results of this campaign, which its target audience has been highly inspired to be a part of, have been phenomenal:
  • Tiger Beer received 155,794 #TigerTwist video contribution submissions within 2 weeks.
  • The media picked #TigerTwist up quickly with 24,092 blogs and site publications 2 weeks after Chinese New Year on 31 January
  • Consumers followed up quickly with over 777,889 shares, tweets and re-posts in 2 short weeks
  • Tiger Beer reached out to 3,400,000 fans through this process.
  • Almost 36,580 total viewing hours of the music video were generated in that short period.
  • Marketing Magazine (Asia-Pacific) also named Tiger Beer amongst the few brands that "Got Chinese New Year right" this festive season.
Twist.jpgFor some perspective on the inspiration behind the #TigerTwist campaign, Asawin Rojmethatawee, Activation and Digital Manager of Tiger Beer, HEINEKEN Asia Pacific is pleased to share the views of his team, "Tiger Beer is all for putting positive twists on the norm. While the celebration of Chinese New Year is typically characterised by the predictability of tradition, the only tradition we have here at Tiger Beer is to reinvent tradition. Every year, we like to challenge ourselves to find a new way to put an entertaining social twist in our campaigns that would allow our consumers to enjoy these traditional celebrations under an original, unconventional yet fun light. We are greatly encouraged by the viral success of our campaign this year and at the same time pleased that we have inspired like-minded fans of the brand to embrace the same positive, upbeat approach, as we do, to celebrate and appreciate the fusion of tradition with the best of music, arts and culture in sync with our times."

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