Campaign: The Tiger Beer Singapore Chilli Crab Festival
Client: Tiger Beer
PR Team: Bite Communications
Timescale: July to September 2007
Budget: under £20,000
To reach more than 10 million people through press coverage. To generate an attendance of 10,000 people at the event in London's Brick Lane. To increase awareness of the Tiger Beer brand and Singapore's culture and tourism.
Strategy and plan
To engage with the 18- to 35-year-old audience, Bite created the Chilli Crab Festival microsite. The site acted as a resource for festival-goers, providing access to a notice board about its activities as well as a meeting point to see who would be attending. It also acted as an online press office before and after the festival.
A two-tier system was used to divide the media into 'not so easy' and 'not so difficult' journalist camps.
An oriental-style email invitation was sent to a number of trendsetting journalists in the 'not so easy' camp, directing them to the media section of the website.
Here they could RSVP to a pre-festival reception at the famous Kiasu Restaurant in London, offering them the opportunity to meet Singaporean celebrity chef Terry Tan.
Tan performed a live demonstration on how to make the best chilli crab, as well as endorsing the festival.
An informal approach was taken for the 'not so difficult' journalists. They were sent crab-style goody bags that included Tiger T-shirts, crab crackers and a Tan chilli crab recipe.
With two camps of journalists introduced to the spirit of the festival, Bite then used a one-to-one media relations campaign and updated the microsite every week to encourage potential festival-goers prior to the event.
Measurement and evaluation
Coverage appeared in titles as diverse as Food and Travel magazine, The Sun, OK!, Time Out, Flavorpill, UrbanJunkies, The Times and LBC radio.
Bite secured 58 pieces of media coverage on the festival (65 per cent before and 35 per cent after), which reached more than 41 million people and helped generate an attendance of 15,000 people.