John Smith's Golden Ale Inspires the Creation of a Pop-Up Golden Pub
Laura McQuarrie — April 29, 2016 — Marketing
To properly kick off the launch of its new Golden Ale, John Smith launched a one-of-a-kind golden pub pop-up in Mayfair.
The John Smith’s Golden Tanning Pub included traditional elements of a British pub, including everything from dart boards to tables and chairs—all of which were spray-painted gold for the special occasion. The Golden Ale is John Smith's first new beer in 22 years and people were invited to sample the product, provided they were willing to get themselves a gold spray tan to match the rest of the bar's interior.
In an age where consumers are embracing experiential marketing as an opportunity to naturally interact with their favorite products, brands are pulling outrageous stunts like these in order to have fans to prove themselves worthy.
The John Smith’s Golden Tanning Pub included traditional elements of a British pub, including everything from dart boards to tables and chairs—all of which were spray-painted gold for the special occasion. The Golden Ale is John Smith's first new beer in 22 years and people were invited to sample the product, provided they were willing to get themselves a gold spray tan to match the rest of the bar's interior.
In an age where consumers are embracing experiential marketing as an opportunity to naturally interact with their favorite products, brands are pulling outrageous stunts like these in order to have fans to prove themselves worthy.
Trend Themes
1. Experiential Marketing - Creating unique and immersive experiences to engage consumers and build brand loyalty.
2. Outrageous Stunts - Brands are pushing boundaries and doing something unexpected to capture attention and generate buzz.
3. Product Sampling - Inviting consumers to try a new product as part of a memorable experience, increasing the likelihood of conversion.
Industry Implications
1. Beverage - Opportunity for beverage companies to create memorable experiences around their new product launches.
2. Hospitality - Hotels, bars, and restaurants can leverage experiential marketing to attract customers and create a unique dining or drinking environment.
3. Event Management - Providing event planning services that specialize in creating immersive and unforgettable brand experiences.
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