The Brief

Tiger Beer has had a long connection with the football faithful in Singapore. During the 2013 BPL season, the brand wanted to reconnect with its local fanbase. With our fans now heavily active on social media, we needed to reach out to this audience in a way that was relevant, unique and engaging. In addition, our objective was to create enough talkability that we could attract a whole new batch of Facebook fans.

Creative Execution

Our Facebook fanbase is a vocal bunch. As well as their love of beautiful lager, they are equally impassioned about the beautiful game. And they love to talk about it. To take advantage of this, we posed to them a series of ‘spoilers’ – hypothetical scenarios in which a fan couldn’t make it to the game. The fans supplied the answers, and we compiled the best of them. Then, in a unique crossover between the online and ‘real’ worlds, we produced the Playbook in hard-cover and mailed it back to our fans – as a surprising reward for all their hard work.

Describe the creative solution to the brief/objective.

Football fans in Singapore are certifiably mad about the sport – and there’s nothing more important than catching the game. But sometimes, life does get in the way. It was this insight that inspired our idea: the Tiger Playbook. The Playbook is a how-to guide of expert ‘plays’ – helping you get to the game on time, no matter what situation you find yourself in. But to create the level of engagement we needed, we came up with a unique approach: rather than write the Playbook ourselves, we would get our fans to do it for us.

Results

Our fans eagerly took to the challenge, with many submitting answers every week. Over 200 copies of the Playbook were distributed to lucky fans, and the campaign even enjoyed a write-up in the local newspapers. Being included in the Playbook clearly gave our fans bragging rights amongst their friends. Our strategy paid off, and Tiger’s Facebook fanbase increased by around 20% (or 4748 fans) in just 4 weeks.