Food Explorer & Home Chef
Hotpot has become a fast favourite among Malaysians and now there’s a refreshing new way to complement your meal. Inspired by the communal energy of hotpot culture, Tiger Crystal Coldpot – an ice bucket cleverly designed to resemble a traditional hotpot, filled with ice-cold Tiger …
Nestled in a cozy residence in Kuala Lumpur is a private dining experience that brings you to Spain. Chef Gabriel Bonnin who is the head chef at Artisan’s Playground by Cookhouse, also runs Verbena, a private dining enclave in Damansara Heights. Dinner usually involves a …
Tiger Crystal’s Fire Starter platform went live in May to empower Malaysians to discover new passions and unlock their potential and skills. The platform’s website https://firestarter.tigerbeer.com/ featured a cool AR facial recognition tool and personality assessment to enable fans to find out passions best suited for them. The results – be it bouldering, rollerblading, dancing, jump rope, or freestyle football – can then be downloaded and shared on Instagram and Facebook with the hashtags #FireStarterMY and #TigerCrystalMY with @tigerbeermy tagged. Each posting stood to win exclusive classes and prizes weekly since it kicked off until June 7.
The highlight of the campaign was the action-packed weekend of the Fire Starter District Festival at Sentul Depot. The festival is the place to be for fans to truly uncage their inner fire by discovering a new passion and trying them out first-hand with the guidance of mentors while enjoying some crystal-cold Tiger Crystal. The atmosphere at Sentul Depot was transformed into a hub of activity with attendees trying out their passion at the unique and interactive game cubes. What’s more, fans who attended the festival could redeem three crystal-cold Tiger Crystal bottles.
Exciting prizes worth more than RM5,000 total were up for grabs at the festival for fans. The prizes to be won include:
“As a brand that aims to empower its drinkers to uncage their inner fire, the Tiger Crystal Fire Starter platform encourages fans to take that first step to explore something new in life. We want to remind our fans to not let the fear of failing hold them back, hence we’ve collaborated with knowledgeable mentors to guide them along the way. The Fire Starter community will be a catalyst for fans to continue to hone their skills in their newly discovered passions for months and even the years to come,” said Joyce Lim, Marketing Manager of Tiger Beer Malaysia.
If you missed the festival, you can still sign up for classes and follow the updates on the Fire Starter campaign at https://firestarter.tigerbeer.com/ and their social media pages at www.tigerbeer.com.my and www.instagram.com/tigerbeermy.
About the Tiger Crystal Fire Starter Mentors
Rollerblading: Wee Chong Hooi discovered his passion for stunt rollerblading back in 1998 and became the sponsored rider of Wheel Love in 2011. He has participated in many international competitions, including FISE, IOXC in Indonesia, and Stunts4Swags in Malaysia and Singapore. He is also the first Malaysian to earn a signature aggressive inline skate wheel!
Jump Rope: Inspired by the jump rope community around the globe, Janine Cherrie decided to pick up her dusty ropes to stay active while working from home. It wasn’t long after that she discovered freestyle jump rope and fell in love with the sport!
Dancing: Danny Lee from 3P is the founder and leader of Rejuvenate Dance Crew. He specializes in popping, b-boy, and street dance. Under his leadership, the dance crew has won multiple awards, including 2nd place in 8TV’s Showdown All Stars and even the Best Showcase Award in Asian Battleground 2016!
Bouldering: Rubes Charles Leong is a fitness enthusiast with a passion for climbing. Her goal is to climb as many crags around the world as possible. Being a woman in the male-dominated field of extreme sports, she hopes to defy all gender stereotypes and inspire many more to join the fun! Rubes is one of the top 10 finalists of the RAGAS Karnival Sukan Extreme Bouldering Competition and Obstacle Warrior National Championships 2021!
Football: Patrick Tee and Charles Saw are experienced coaches from D Skills Academy. Being Malaysia’s leading football academy, D Skills offers professional hybrid football skills development programs for players of different age groups. Their proven successful training methods have transcended over 5,000 football players’ skills!
From press release
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 …
The Street Food Virtual Festival is back this year, with an epic collision between street food and an integral part of street culture – streetwear. The local streetwear scene has always been a way for people to express themselves and is influenced by the many …
Since we can’t meet up and have our traditional Yum Seng and Lo Sang get-togethers due to the pandemic, Tiger brings the ‘Ong’ to the media and trade partners instead, with an innovative Augmented Reality (AR) twist.
The Tiger ONG Box contains everything guests would experience at one of Tiger’s legendary CNY launches – auspicious greetings, delectable Chinese New Year snacks, exciting games and exclusive goodies, and of course, plenty of Tiger Beer! Recipients unboxed the package with a unique Augmented Reality (AR) experience as they watched Roland Bala, Managing Director of Heineken Malaysia Berhad appear on the virtual stage to greet them.
The key feature of Tiger’s CNY campaign – “Bring on the ONG” – is the limited edition Tiger Beer and Tiger Crystal festive cans. For the very first time, Tiger has introduced limited edition festive can designs in Malaysia, with a meaningful message to make the CNY celebration merrier. The collectible cans in auspicious colours of red and gold are available in two sets of Tiger Beer and Tiger Crystal packaging. When combined, the characters on the cans gives the greeting ‘Wang Shi Ru Yi’ which means ‘Be Prosperous As You Wish’, encouraging consumers to look ahead to the coming year with more optimism and hope for more luck.
What’s more, the limited edition designs come to life when scanned with a smartphone. The ‘Wang’ and ‘Ru’ cans will reveal an exclusive AR experience with auspicious greetings to invite more ONG and unlocks a free spin on the Tiger ‘ONG’ Wheel, with great prizes up for grabs!
Consumers will also be able to get hold of these limited edition cans when they purchase one carton of Tiger Beer and one carton of Tiger Crystal at participating off-trade outlets. There are two sets to collect, with two designs in each set. The limited edition cans are available from Jan 16 till Feb 10, 2021 at participating outlets, while stocks last.
Check out https://tigercny.my/ for more details and to experience the AR animation.
“In past years, we normally would greet and meet our media friends and trade partners in person. But given the extraordinary time we live in, this year we decided to do it virtually. Every year we wish for a happy, healthy and prosperous or a lucky Chinese New Year, and this year the desire is stronger than ever. That is why our campaign this year is called ‘Bring on the ONG’. We have great promotions lined up with more than RM1,000,000 worth of prizes to bring more ONG to our consumers. No matter what may happen this year, I say let’s Bring on the ONG!” said Roland Bala, Managing Director of Heineken Malaysia.
From now until Feb 28, 2021, consumers who purchase big bottles of Tiger Beer, Tiger Crystal, Heineken or Guinness at participating restaurants, food courts or coffee shops, can check underneath their bottle caps for the ‘ONG’ characters representing different prizes to be won including ‘ONGsome’ cash Ang Pows and Tiger Ong Lai Bowl Sets.
In addition to the Tiger CNY goodies, Guinness Gold Playing Cards are also available with every purchase of Guinness products worth RM200. Meanwhile, Heineken fans can get an exclusive Heineken Cooler Box with RM250 spent on Heineken or Heineken 0.0.
To redeem, visit https://tigercny.my/ to upload your receipts and once confirmed, the prizes will be delivered straight to your doorsteps. What’s more, with every RM288 spent on HEINEKEN Malaysia products in a single receipt, consumers will get a free spin on the ONG Wheel, with a chance to win even more amazing prizes.
Promotions are only open to non-Muslims aged 21 and above.
From press release
Tiger Beer is donating RM1.5 million to support Malaysian street food during the Movement Control Order (MCO). The funds will be used to help cover rent for street food vendors, coffee shops and food courts across the country as they face reduced income due to …