Straight Up Tennent's!

This summer, Belfast welcomed some of the biggest names in the music industry to our client Tennent's legendary music festival – Tennent's Vital.

From US rock band sensation Red Hot Chilli Peppers and Fall Out Boy to Swedish DJ Avicii, as he played his final few sets overlooking the 75,000 strong crowds, this was the most memorable and remarkable two day event of the summer.

We were charged with creating something that not only had lasting impact on music fans at Tennent's Vital but that would hero Tennent's lager as a straight up, refreshing pint. So what better way to make the most of the space at Boucher Road Playing Fields AND deliver an unforgettable, straight up customer experience than to build and brand a traditional pub?

Our pub, “The Vital" included a full working bar and outdoor seating area. A huge hit with music fans it became a real talking point during the festival, and hosted a full house each night. Consumers enjoyed the electric atmosphere from the balcony whilst sipping on a refreshing pint of Tennent's Lager.

To engage with consumer's province wide in the lead up to the event, we developed a social media strategy to encourage tickets sales and manage consumer competitions. Competitions to win VIP tickets ran daily on Tennent's Lager NI social channels, including a ticket 'Treasure Hunt' and our 'Reverse Busking' Giveaway.

We took to the streets with Conor Scott, a local busker, as part of our Reverse Busking giveaway in association with CoolFM. The public were encouraged to find Conor busking in Belfast, pick up a numbered chip from his guitar case and text the number to win to CoolFM. Winners were announced live on air later that day.

Our social team were also live-sharing from Tennent's Vital, tweeting regularly and sharing artist interviews across social media channels. Check out the Tennent's Vital official after movie and relive your summer music memories here: @TennentsVital