Posted: Mon Apr 18, 2005 10:19 am Post subject: Far East Mystique and Intrigue Go Online at www.tigerbeer.us
Immerse yourself in the taste of the Far East. Wander through the exotic landscapes of village markets, Southeast Asian shrines and neon-cityscapes.
Discover baby beer-baths rituals in North Vietnam; learn to write Chinese words; read all about Asian festivals; uncover your East-West horoscope; introduce yourself to eastern massages and watch the Saga of Antosu unfold.
The US Tiger website (http://www.tigerbeer.us) is part of a strategic online branding directive to further elaborate the atmospheric universe of Tiger’s Far East. The online brand experience is inspired by authentic historical prints and long-forgotten photographs from Tiger’s dusty archives in its Singapore brew house. Seven other markets in Europe, Canada and Australia will launch mirror sites.
Head of Roswell Media, Scott Lyons, elaborates on the creative inspiration behind the website, "Tiger comes from a group of 14 breweries all over Asia including China, Vietnam, Singapore and Malaysia. The vast cultural diversities of Tiger’s geographical origins have empowered a potent creative vision that is truly Far Eastern, allowing us to fully exploit the fabric and textures of the exotic Far East. We are fortunate that, unlike other Asian beers, Tiger doesn’t originate from just a single location in Asia.”
The website content and striking design are aimed to appeal to an urbanite audience that is web-savvy and has discerning expectations for their favorite brands to be meaningfully re-created online.
A spokesperson from Tiger management remarks, “The medium is the message. Tiger is using the online medium to reflect our origins, our progressive mind-set and nimble-underdog personality."
Visitors wondering why the homepage looks different every time they revisit, don’t worry? Your eyes are not playing tricks on you. The website’s programming strategy has been cleverly calibrated to randomly generate one of three available interactive environments whenever the homepage is refreshed or re-visited. This technical blueprint delivers a living and breathing approach to the visual experience and elaborates the brand’s visual universe. _________________ Asia Expats Forum Expat Friends Dating
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