Beer brand Amstel has appointed integrated marketing agency iris to create a series of events at The Big Chill festival this Summer following a competitive pitch.
As part of Amstel’s ongoing partnership with the event, which takes place in Eastnor Castle Deer Park, Herefordshire from the 6th to the 9th August, iris has created ‘The Amstel Fringe’ to run for the duration of the festival.
This will be the fifth year that Amstel has had a presence at the festival, and the newly created Amstel Fringe aims to be bigger and better with a bespoke programme of events to compliment The Big Chill’s existing events diary.
The Amstel Fringe activity will target all festival-goers over the age of 18 with events, such as picnics and a reading corner, which have been designed to be quirky and sociable, with the aim of getting people talking and having fun.
The event programme will run throughout the day and night, with the majority of the events taking place in the Amstel Bar in The Village Green area. iris has linked up with Mike Keat of cult band the Cuban Brothers, who will host events under the persona of an eccentric Dutch character who iris has created for the campaign.
In addition, iris will coordinate all pre- and post-activity communications, which will include a viral marketing campaign in the run-up to the activity on social networking sites including Facebook, Twitter and YouTube.
The agency is also looking at organising a launch party and a reunion party at the Big Chill’s sister venue The Big Chill House. There will also be several ambient marketing initiatives occurring at various stations around the site during the festival.