Multiply launches ‘Mini Mainstage’ experiential campaign for Tennent’s Lager

Following a competitive pitch back in February, when Multiply was appointed as strategic BTL agency for Tennent’s Lager, our first campaign for the brand hit the bars of Scotland last weekend. 

The Tennent’s Mini Mainstage campaign is designed to celebrate 18 glorious years of the T in the Park music festival by allowing consumers to be transformed into mainstage acts and sing classic hits from headliners through the years. 

This innovative in-bar experiential campaign involves a small but perfectly formed ‘mini mainstage’ pod complete with enclosed sound system and video which allows consumers to perform their favourite festival track, which is then uploaded to a bespoke youtube channel for viewing.

To participate, consumers simply need to purchase a pint of Tennent’s Lager to be in with the chance to win 2 weekend camping passes to the Scottish festival (which has already sold out!) 

As a founding partner of T in the Park, Tennent’s briefed Multiply to create an in-bar experience which reinforced the link between Scotland’s favourite lager and the iconic music festival. 

The Mini Mainstage will be visiting selected bars throughout Scotland in the run up to T in the Park so if you spot a strangely glowing pod in your local hostelry, it just might be it. 

To see the pod in action, visit www.youtube.com/tennentsmainstage though be warned, some of the singing does need a health warning!