RPM launches Bowtime Bar for Strongbow

Edited by the Marketingservicestalk editorial team Jun 5, 2008

Experiential agency RPM has been tasked by Scottish and Newcastle to deliver a Strongbow experiential platform for the 10th year running at Isle of Wight and V Festival.

This year, Strongbow's BTL marketing plan has been developed around the communication platform of "Bowtime".

The Bowtime concept refers to the moment of 'pleasurable release', sparked by the first pint refreshment of Strongbow that 'separates the two worlds of work and play'.

RPM has developed an experiential platform with Bowtime at its core.

The experience "Bowtime Bar" celebrates sociability and rewards hard work with a weekend of total first pint refreshment through the creation of the ultimate Strongbow bar at festivals.

The experience is built around sociability and rewarding hard work, including extensive seating, refreshing giveaways, live music and DJs.

Bowtime Bar will reward consumers within campsites on arrival to the festival, awarding free pint vouchers to those who look like they 'need' refreshment.

Samples will be distributed on the first day, and photos of those enjoying total first pint refreshment will be available both to take away and posted after the events on Facebook.

Control will be given to the audience on Sundays when they will be encouraged to bring their own music on iPod or CD to be broadcast within the Bowtime Bar.

Additionally, RPM is responsible for building Strongbow's credible music association, programming live acts and DJ sets including The Whip, The Golden Silvers, The Foals and The Wombats.

The Bowtime property is amplified with a CRM campaign, extensive media support and sponsorship of talkSPORT, renaming its 4-7pm show Bowtime.

Gemma Savage, senior account manager at RPM, commented: "Festivals are the ideal environment in which to bring Bowtime to life for our audience, as they are social events which consumers build up to all year.

"It's great to be working with Strongbow for the 10th year, evolving the strategy of our experience and continuing the brand's long-term association with music festivals".

Fiona Seath, brand manager for Strongbow at Scottish and Newcastle UK, added: "We've really evolved over the last ten years, and it's great to work with RPM, who have been key to this evolvement.

"The experience really captures the whole notion of Bowtime, and is very relevant to our target demographic".