The ‘The Green Light District’ campaign kicks off today (27 November) and will run for eight days across two weeks, from 27-30 November and 4-7 December.
It will see teams of brand ambassadors positioned along New Road, who will be handing out ‘district maps’ highlighting participating Grolsch bars within the area, which will also be lit green.
Lager drinkers will be handed a coupon for a free bottle of Grolsch, and a handful of Brighton’s tuk-tuks will feature the company’s branding so that consumers can hitch a ride to the green light district.
At participating bars consumers will be directed to a table with access to an on-demand waitress service. Grolsch ‘buttons’ will enable consumers to order the drink, which will be delivered directly to them.
Photographer and light graffiti artist Michael Bonsanko will be entertaining drinkers as part of the experience with an interactive Grolsch light show.
Consumers will also have the opportunity to create their own light graffiti. They will be encouraged to share it via Facebook to be entered into a competition - the best image will win a trip to a Grolsch light graffiti workshop in Amsterdam.
Sophie Erskine, brand manager at Grolsch, said: "We have some big plans for 2014. The activity in Brighton represents the first of what is set to be a widespread roll out across our key city consumer hot spots, which will include London.
"Life Experience has brought together the different aspects of the campaign seamlessly, delivering some exciting firsts for the brand such as turning the Brighton Wheel green – which has only ever been done before by Breast Cancer Care and for Gay Pride."
Sarah Fleming, head of experiential at Life Experience, added: "We wanted to remind consumers of the great taste of Grolsch and bring it front-of-mind when they make their drink choices. We also wanted to build on the brand and on-trade relationships, which is why it was so important to provide different types of interaction at the venues.
"Each element of the campaign has been designed to reflect the bold and distinctive nature of Grolsch – creating a seamless consumer experience from street to in-bar. The self-expression element of Michael’s light graffiti fits perfectly with the creative vibe of Brighton and the bold, forward-thinking Grolsch brand."
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