The Shop / Field activation / Brand ambassadors / Technology / Strategic planning
In addition to their major sponsorship at Igloofest Montréal, Sapporo was looking for an original and fun activation to attract attention and promote their new Sapporo 0.0% alcohol-free.
Igloofest is without a doubt one of the most popular winter events in the greater Montreal area, if not the most popular. An open-air dance floor showcasing electronic music and its most important local and international artists, a visit to Igloofest is always festive, fun, colorful and friendly.
To fit in with the tone of the event and attract the attention of festival-goers, Celsius, in conjunction with its technology partner GOAT, has decided to set up the Katana Sapporo 0.0% Challenge. A friendly and virtual competition to invite people to have a good time between shows while discovering the Sapporo 0.0%.
In addition to being able to taste a few ounces of the new Sapporo beer, festival-goers had the chance, by participating in the Katana Challenge, to win a gift certificate to a popular Japanese restaurant in Old Montreal.
Celsius created a graphic universe where the two worlds of Montreal and Tokyo came together, much like the Sapporo slogan suggests. A cozy atmosphere for the bar and tasting side while the left portion of the container featured evening images of Montreal, Igloofest and Tokyo by night.
This brand activation and its technological component made it possible to:
Send a personalized email giving each player access to the overall Katana Challenge leaderboard;
Provide access to the product’s key feature: the new Sapporo 0.0%;
Engage more than 700 players who took part in the challenge over three nights of activation, between performances;
Allow more than 1,100 people to taste the new Sapporo 0.0% alcohol-free beer.
