The Hot Tub Beer.
I was the Assistant Marketing Director for the biggest music festival in Iceland, Secret Solstice. Their largest sponsor was Víking, an Icelandic brewery. We had a meeting with them in which they had an issue with their brand not being present enough at the festival.
Not wanting to add yet another billboard to the festival grounds, we began exploring other options.
While sitting in the meeting, we
started sketching.
Turns out, building a colossal pint glass on top of which we could fit a fully functional hot tub wasn’t completely out of the realm of possibility.
We released an online form on the festival website where people could book a completely free thirty-minute session in the hot tub. Festival-goers could then time their session to be in the hot tub, a free Víking beer in hand, while their favourite artist was playing on the main stage.
