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This year, 2022, is especially significant for Tiger Beer as it is the Year of the Tiger. To uncage the festive cheer, Tiger Beer has partnered with Son Heung-Min, a football icon from South Korea, in conjunction with the Lunar New Year celebrations to ignite a global movement and inspire fans to achieve their boldest ambitions in 2022.
By dreaming big and never giving up, Son overcame challenges by uncaging his inner Tiger with his courage and determination to become a football star. Now, Son is aiming to win a major trophy for his country. Son, the official Tiger Brand Ambassador, has shared a series of emojis on his Instagram expressing his targets for the year and wants fans to share their own bold goals too. All you have to do is respond to the “My Year, My Goals” Instagram “Add Yours” story sticker feature, created by Tiger Beer with their own ambitions for the Year of the Tiger.
Tiger Beer Malaysia also launched Chinese New Year (CNY) campaign – The Year We ROAR Together – on a grand scale. The media and invited guests had the opportunity to feast their eyes on traditional Asian street installations with a contemporary twist at the Connection, Pavilion KL area and score exclusive Tiger merchandise via the exciting game booths there.
Guests and trade partners were then ushered to the Grand Ballroom of JW Marriott Hotel Kuala Lumpur where Roland Bala, Managing Director of HEINEKEN Malaysia, took the stage to give the welcome address. The rest of the Management Team joined him to officiate Tiger Beer Malaysia’s CNY campaign for 2022, followed by an exciting Tiger and lion dance performance to spark the festive spirit. Guests were treated to an 8-course dinner and electrifying stage performances to usher in the Year of The Tiger.
“After two years of challenges amidst the pandemic, we’re ready to make our mark and unleash our true potential. We believe everyone has an inner Tiger in them, therefore, we want our fans to UNCAGE themselves to take the leap of boldness and go all out to pursue their dreams and goals. With all the attractive festive promotions, we are also determined to bring exciting, ground-breaking experiences to our discerning drinkers. Let’s raise our glasses and continue to ROAR together and usher in the prosperous year ahead with joy,” said Roland.
The activities along Connection, Pavilion KL will be open to public from now until February 15 so that they can experience the festive vibes for themselves. Specially commissioned Tiger “Roar Together” art installations by three up-and-coming artists of diverse backgrounds – Thomas Powell, Sheena Liam and Pamela Tan – are activated at the main entrance from January 10 onwards. Fans can also redeem collectible Year of the Tiger Ang Pow packets, when they purchase RM88 worth of HEINEKEN Malaysia products at selected outlets in Pavilion KL, while stocks last.
Various QR code touchpoints along the area also enable fans to engage with Tiger’s Augmented Reality (AR) ‘Roaring Greetings’ to interact virtually with a Tiger and generate inspiring CNY greetings to be shared with friends and family. At the same time, fans stand to win exclusive Tiger Mahjong sets with two weekly winners from now until February 15. These QR codes can also be found on Tiger’s limited-edition cans and other touchpoints like the ‘Roar Together’ murals and print ads during the festive period.
Tiger Beer’s efforts to champion the local art scene continues to grow. To spread the CNY cheer to other regions in Malaysia, Tiger engaged with various local artists to create exclusive ‘Roar Together’ murals at eight different locations nationwide, giving fans even more Insta-worthy moments to welcome the Year of the Tiger.
For the first time ever, Tiger Beer will be venturing into the world of NFTs (Non-fungible Tokens) with an exclusive collaboration with Pestle & Mortar Clothing (PMC). The NFT collection, known as The Tiger Archives, feature vintage Tiger artwork ingrained into the blockchain, and each artwork is uniquely drawn fully by hand. These NFTs will unlock a series of perks throughout the Year of the Tiger, from exclusive merchandise down to curated experiences by PMC. The Tiger Archives NFT collection will be released for sale on January 25 whereby 30% of the proceeds will go towards supporting local musicians, artists and street food chefs via Tiger’s UNCAGE platform throughout the Year of The Tiger.