We love when integrated experiential activities work well together. Within the tag line “Taste the lighter side of dark”, Newcastle Brown Ale has created three art installations placed in different locations around San Diego.
Going beyond conventional advertising, the beer brand designed three optical illusion installations, which combined with social media activities, turned out to be a fun and engaging experiential campaign that breaks through the clutter of the myriad of advertising messages that consumers are exposed to everyday.
To create an illusion that people were trapped inside a pint of Newcastle, the brand displayed three large pieces of pint glass and invited people to come inside and take pictures so they could then upload on their Facebook profiles and receive a prize.
The amazing “human installation” using mannequins crafted to look like real people is a very clever example of guerrilla marketing, which generates great impact and awareness to the campaign. But the little gem of this campaign went to an awesome handcrafted billboard that during the day time appears to be random bottle caps strewn on a billboard; though at night, the shadow of a human form trying to reach a pint of Newcastle Brown Ale is revealed!
The video below pictures all the activities designed for this campaign and proves how creating a surprising, unique and unexpected activity can engage people in one-to-one experiences, which are are more likely to be shared within social networks.