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.
The technological component of course included the virtual game and the sending of emails allowing each player to have access to the overall ranking of the Katana Challenge as well as the attributes of the new Sapporo 0.0%. More than 700 players took part, in between shows, in the Challenge over 3 nights of activation and more than 1,100 festival-goers tasted the new non-alcoholic Sapporo 0.0%.
