Tiger Beer: Know the Not Known

Curiosity is rewarded. With a Tiger Beer.

Tiger Beer, the lager that comes in little bottles, is making a bit of noise at the moment through its ‘Know the Not Known’ campaign, which is – as seems standard for anyone wanting to target mid-twenties urbanities – a collaboration with Vice.

Basic concept: Secret, invite-only parties at venues like XOYO featuring artists like Egyptian Hip-Hop. Of course it’s not only music, there’s also links with design, art and film.

They are also supporting the initiative with on-trade discounts, with over 100 London boozers either giving 2-for-1’s or 50% off the little yellow bottles.

Most of the digital activity takes place on Facebook, through a tiny Flash app – where you’ll can find out details of the next party. Apparently it’s happening tomorrow (6th October). There’s no more information than that and it’s already sold out.

Currently their Facebook page has 1,841 fans, and with a fare sized ad-budget which has seen them advertise in Clash, Wired and Dazed and Confused (print) as well as Pitchfork.com – we’ll see if this number increases.

My main gripe is the Facebook-led interaction. Maybe it’s just me, but the ‘book seems corporate and stale, certainly not a great way to discover new music. Strangely, if you head to knowthenotknown.com – you’ll just get the same experience as the Facebook App.

Rounding off the digital side, there’s a YouTube page – which seems to house the art/design installations and supposedly an iPhone app, although it doesn’t look like this has gone live yet.

Following Beck’s lead, there will be a limited run of ‘Know The Not Known’ special edition four-packs to buy in the supermarket sometime next year.

Of course, having an experiential programme is great – although at first glance this does seem a bit carbon-copy, pretty similar to the kind of things that Kopparberg and Four Roses have been doing recently. I hope there’s a bunch more digital stuff that really extends the life and reach of these events, particularly geographically as it seems to be very London-centric. There could be a lot of fun to be had with the idea of hiding exclusively recorded MP3’s around the Internet and making fake websites — rather like the old Radiohead Blips or the Nine Inch Nails stuff, all supporting the secretive nature of the events.

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