Tiger beer has been one of the most active advertisers in recent years, and its aggressive approach has seen its popularity soar worldwide during this period. Tiger Beer has specifically targeted football and its legions of fans for this local brew. We look at how this massive integrated advertisting strategy uses popular sites like Facebook and YouTube to spread its message. On soccernet.com, Tiger beer places itself as a fan of the game, and has links on its front page that lead readers to their facebook page, and youtube ads. It uses lucky draws and the appeal of every football club to entice the reader to click on the link. Below is a screen shot of the popular football website.
Now, the logs of the beer company can be clearly seen from the homepage, and there are various links that you can go into, which leads to another part of its integrated advertising strategy. The latest video by Tiger Beer on Youtube:
With a constant flow of messages to its audience, Tiger beer's online campaign has proven to be hugely successful. Its print version, while retaining the unique Singaporean-yet-international flavour, has its limitations.
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Image 2: Print advertisment from The Straits Times
The print version has to be a 'looker", meaning it has to grab your attention the first time a reader sees it. That explains the vivid colour and the intricate detail that can be found in the advert. There is no other way that the print version can appeal to the audience. The online version has multiple angles of attack, ranging from the use of flash to a variety of links avaliable to the user, and thus making making it a much more effective way of advertising.
Image 1 Source: Soccernet.com
Image 2 Source: http://www.flickr.com/photos/ladinar/5250082816/
References:
WatchRadAds, 2010, Tiger beer - Shapfeshifting Cool Commercial [Online Video] Avaliable at: http://www.youtube.com/watch?v=BfZta3CBppU, Accessed 05 Feb 2011
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