Geekonomics

Tiger Time for shownearby.com?

May 13, 2008 07:34

Around two weeks back, I came across a strange sight along one of the Orchard Road underpasses and took some pictures. Today, I picked this up from the newspaper Today:

ROARING VICTORY

Experience "winning spirit of Tiger" in town
Joseph Yadao
The Orchard Road underpass might be an unlikely venue for a game of crosswords, Sudoku or Tic Tac Toe.
But since April 23, it has become a hot venue for these and five other games, thanks to Tiger Beer. As part of its "Enjoy Winning" campaign, the company has transformed the underpass into a giant games room featuring 25 game stations.
Through winning moments and friendly rivalry, the brand hopes to remind people of the "winning spirit of Tiger".
Said Mr Daniel Teo, general manager (commercial), Asia Pacific Breweries Singapore: "It's this fundamental passion for winning that has allowed Tiger to progress and evolve over the years."
The campaign, developed by Saatchi & Saatchi, seems to be right on the mark in getting the public involved, engaging not only enthusiastic players but also bemused or curious onlookers.
"Our campaign not only stands for winning, but winning on the brand's own terms. That is, winning with flair, intelligence and sportsmanship," said Mr Teo.
These are qualities which Tiger has been associating itself with: The lager is the official partner of FC Barcelona in Southeast Asia and the official beer for Arsenal Football Club.
"It makes sense for Tiger to work with sports that not only epitomise the players' passion for winning, but are also winning over audiences around the world," said Mr Teo.
If you have yet to experience the "winning spirit of Tiger", you have till
June 20 to hotfoot it to the Orchard Road underpass.

Indeed, Tiger and its agency seem to have hit an interesting interactive concept by providing gameboards and attached markers for each board along one of the most high-traffic areas of Singapore.

However, some local tech startup seems to have other ideas for Tiger's campaign:

















(Pictures taken from my HTC Touch Cruise)

Guerilla marketing? Maybe. But has it crossed more than just the lines on the boards here?

The extra information on "people" and "maps" definitely looks like a sales pitch from the company itself. As a startup, I doubt it'd be a job by a competitor to damage them.

I'm not sure about the legal aspects, but I seriously think it's not on ethical grounds here.

Maybe it's just me? What do you think?

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