TIGER BEER x DJ VIRMAN (FAR EAST MOVEMENT)

TIGER BEER x DJ VIRMAN (FAR EAST MOVEMENT)

(Case Study Source: Campaign Brief Asia)

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.

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.