Asahi Group has released details of a treasure hunt-style marketing move in the UK as part of a summer campaign for its namesake beer brand.
The additional element, ‘Seek What Is Unique’, has been “designed to drive engagement through experiential activations, limited-edition packaging and digital rewards”, the Japanese brewer said. Throughout July and August, UK consumers will be able to scan QR codes on Asahi Super Dry packaging for the chance to win an all-expenses-paid trip to Tokyo.
From Monday (20 July), Asahi will promote the competition at ‘Piccadilly Lights’ – the billboard screen in London’s Piccadilly Circus. Around 400 AI-generated images “inspired by multimedia artist Hisham Akira Bharoocha” will be displayed at the site (above) over the course of a week.
On Wednesday (23 July), the brewer has also planned a one-night “immersive consumer experience” in London called ‘Asahi Seeks: Hidden Tokyo’. The “cultural takeover” will feature Japanese-inspired art, music and games.
Financial spend on the campaign was not disclosed.
