Social media campaign example done for Tiger Beer.

1. Tiger Beer - Social Media Campaign
Company History
Tiger beer was first brewed in Singapore in 1932. It is available in 60 different
countries including Europe, USA, Latin America, Australia, New Zealand and the Middle
East. Their strongest company presence is in Asia Pacific, especially in Singapore,
Malaysia, Vietnam, Cambodia, Papua New Guinea and New Zealand. Tiger beers
presence in the UK is also strong, where it can be found in 8,000 premium bars, clubs
and distribution outlets in the UK’s major cities. Tiger beer remains the dominant beer
in Malaysia and Thailand, however recently they have also begun to develop a strong
stance in the global beer market. It was in 1995 that they decided to reposition Tiger
beer as an international product and began to launch global campaigns.
Company Brand Image
After large rebranding efforts in 1995 to globalize their product, Tiger beer has
become an iconic brand. The first step in rebranding was to enhance their colors; they
were brightened to make the product more aesthetically pleasing and give the beers a
“new age” feel. There are two main themes around their messaging. The first is an
emergence of cultures where they Eastern way of life meets the Western way of life.
Many of their print ads support this theme and influence their promotional events. The
second theme that Tiger beer portrays is the consumer becoming in tune with their
animal instinct. This is demonstrated through their commercials and print ads. The
commercials all have a similar tone, they feature two or more people enjoying each
other’s company in a social setting, then an altercation with Tiger beer happens and
one of the characters begins to change into their inner animal to either attain or
protect their Tiger beer.
Marketing Campaigns
Tiger Translate
This campaign focuses on the emergence of rising Asian artists. The message is to
deliver and educate Western countries about Eastern culture, including Tiger beer.
Each event is glocalized to their specific target market segments with a constant voice.
These events are intended to increase awareness of Tiger beer and to inspire
collaborations between Eastern and Western artists using various mediums of art. For
example, Tiger beer held one of their showcases in London at Hearn street car park in
September 2008. The theme was ‘Voyage,’ where artists from all over the world came
to transform an old cab into a piece of art, others worked together on different
canvases to create unique pieces. The event was DJed and MCed by London locals and
featured a performance by a band from Thailand. Events like these are held worldwide
bringing together bright creative minds to develop a Tiger brand community through
the emersion of Eastern and Western art.
Tiger Street
Tiger beer’s global brand community is currently engaging in a Street Football
Competition named “Take Back the Street.” The campaign is an organized in 5 different
countries with over 180 teams. The theme of the event is success, and wears the tag
line “Enjoy Winning.” Each team competes for prizes and one team will be crowned

2. “King of the Streets.” The event has a street carnival atmosphere and includes human
foosball, street performers, live music and great prizes. A T-shirt designing
competition for the teams in the Final Round of competition, along with online gaming
is used to create a buzz prior to the event. Promotion for this event is mainly carried
out through social media and word of mouth.
Recommendations
Social Media Overview
Tiger beer has live Facebook and Twitter accounts. These accounts are confusing
because it is not clear which pages are Tiger beer official and they also lack a
connection between each other. My recommendation for Tiger beer’s marketing
campaign would be to synergize their social media outlets and sync their content.
The promotional events they create are very well planned and executed. I believe by
supplementing these events with a strong social media presence, gaining more
impressions and success with the brand. Social media opens up a targeting market
option that does not rest on the geographical reach of its audience but more on the
interests and cares of the consumer. The reach of the brand’s message right now is
restricted by the geographic boundaries of their promotional events. Social media can
be leveraged to break these barriers down to educate and expand brand knowledge.
This will result in building and monetizing a personal relevance and relationship with
more consumers. Brand loyalty is secured through attention to consumers and
favorable unique actions, such as engaging followers and friends through contests on
Twitter and Facebook. Gaming and location based social media are on a rise for digital
marketing. Other recommendations I have are to increase the awareness of the already
existing gaming aspect of the website and incorporate foursquare into the marketing
mix. Examples below:
Possible Facebook Posts
1) Hey Tiger fans! Are you on twitter? Well we are - at http://twitter.com/tigerbeer.
Check us out and stay tuned this week, we’ve got some great contests set up to
win Tiger beer discounts and merch!
2) “Hit the streets” Tiger Street Football is starting to heat up! Artist finalists have
been selected for the T-Shirt contest and the winner’s design will be rocked by
everyone at the Grand Final Competition on September 17th & 18th 2011 in
XXXX. Cast your vote on www.tigerbeer.com to have a say in what everyone will
be rocking.
3) This just in! We got together with Foursquare to design a kick-ass badge for all
you Tiger beer fans. Earn the badge by checking into a participating location
that sells Tiger beer. After 10 check-ins, earn the badge and unlock an
exclusive Tiger beer special. More details here www.foursquare.com/badge/
tigerbeer.

3. Possible Twitter Updates
1) Hey Tiger music fans! Check out the UK band The Stereophonics, a favorite of
Street Football Champion Wayne Rooney. #Musicmonday #nowplaying
2) How are your punting skills? Play our game on www.tinyurl.com to compare
against other Tiger fans and win Tiger prizes! #DontBeScared (trending hashtag
worldwide)
3) Contest: Unleash your animal side with a Tiger beer and tweet us the pic. Top
10 get a Tiger cozy, #1 pic gets a Tiger mug!
4) Tiger fans this is your LAST CHANCE to vote for the Tiger Street Football Gear
design winners at www.tigerstreetfootball.com #Tigerbeer
5) Excited for football season? So are we – Street Football that is. Only a few more
weeks until we crown the “King of the Streets” #Tigerbeer
Foursquare
Develop a Tiger beer Badge that can be earned by checking in at participating locations
that sell Tiger beer. Once the badge is earned the user unlocks a special that includes
a purchasing incentive.
Blog Post
Interview with Tiger Beer Street Football Star Wayne Rooney
Hey Tiger fans! This weekend we got the chance to meet up with Tiger Street Football
Champion, Wayne Rooney. We got to chat for a while about Wayne’s Street Football
career, what he does when he isn’t playing the game and got some advice for all you
future Street Football players. We were surprised to find out that even though Wayne is
a warrior in the game, off the field he is a pretty chill and shy guy, who obviously
shares our love for Tiger beer.
TB: Where did you first play street football?
Wayne: I learned to play football in the streets of Croxteth, Liverpool.
TB: What is your most memorable goal of all time?
Wayne: This one time while playing a derby game against Man City back in February
2011, I pulled off some acrobatic overhead kick to win the game. That was pretty epic.
TB: Where does the nicknames “Wazza” come from?
Wayne: [He laughs] I am going to need a few more of these Tiger beers before I start
telling that story.
TB: Can you explain your tattoo? (Wayne has the words "Just Enough Education to
Perform" tattooed on his right forearm)

4. Wayne: That story I can answer [he laughs]. The line is the title of an album from me
favorite band, The Stereophonics. They have since become pretty close friends of mine.
I actually just got their new album in the mail this week, Keep Calm and Carry On. I
can’t stop listening to it!
TB: Who do you look up to?
Wayne: This is going to sound random but I am a pretty big boxing fan. I look up to
Mike Tyson and consider Muhammad Ali one of the best sportsmen of all time.
TB: What is one of the greatest honors you have received so far?
Wayne: One time a pub in Devon, UK changed its name in my honor; The Half Moon in
Paignton is now known as The Half Roon. I know it might not seem like a big deal to
some people, but it hits close to home for me. I am also excited to start writing. I just
landed a book deal with HarperCollins, it’s one of the biggest sports book deals in
publishing history. I have to write a minimum of five books during my career. To be
honest I’m a little nervous about that one.
TB: What to do you when you are not playing Street Football? Besides writing now of
course.
Wayne: I think you also mean besides drinking Tiger beer? [Everyone laughs} I actually
love watching TV and movies. Don’t judge, but my favorite movie is Grease.
TB: Then should I also be afraid to ask who your favorite actor is?
Wayne: Yes you should, it’s Brad Pitt.
TB: Going back to Street Football, what does it mean to you?
Wayne: Street football has been a very big part of my life since I was young. It has
taught me skills that I still use to further my game today. In a way, street football
mirrors my attitude in football and in life. It is about the passion for the game, a drive
to win and most of all, it's on the streets where everyone can play. The non-stop play
in Tiger Street Football makes it dynamic, fun, all about winning and striving to push
yourself further. For 6 minutes in two halves, the action never stops and the game
never ends. It is a great inspiration to the fans to be the best footballer they can be.
TB: How do you handle the pressure of the game?
Wayne: When things are not going my way I’ve got to stay mentally tough, adapt my
body and keep going for my team, because you never know when you will catch a
break, and potentially win a game.
TB: Any last advice for our young Street Football players?
Practice every day and keep trying to learn. To make the step from a youth team
player, to the reserve team and then the first team you have to sacrifice a few things in
your life and if you can do that it will give you the best possible chance to achieve that.