The campaign kicks off with a PR launch event on 31 July in Brighton, followed by a three-month roadshow targeting Brighton, London and Bristol.
Consumers will be invited to take part in the ‘Swingtop Challenge’ by stepping into a 2.1sqm interactive game cube. They must open as many virtual bottles of Grolsch as possible in 60 seconds for the chance to score points and win prizes, including a trip for two to Amsterdam.
To play, gamers must register their details with brand ambassadors at the event to receive a branded wristband, which links to their personal Facebook page.
Sophie Erskine, brand manager at Grolsch, said: "Grolsch is an iconic brand and therefore needs marketing activity which demonstrates its unique and individual style. We’re putting consumers to the test with a fun and interactive game, and the challenge to perfect three of the most famous Swingtop opening techniques; The Swingtop Chop, The Slice and The Booty Pop.
Life Experience is led by head of experiential, Sarah Fleming. She joined Life earlier this year from Iris Experience where she was a board director.
Fleming said: "We’re delighted that the formal launch of Life Experience has seen us creating such a heavyweight experiential campaign. The heritage of Grolsch and Molson Coors’ willingness to try new things has given us a lot of scope. But what best sums up Grolsch’s creative flair and independent spirit is the Grolsch Swingtop bottle, which is why we’ve placed the non-conformist Swingtop feature at the heart of the campaign."
David Poole, managing director at Life added: "We have seen a significant increase in dedicated experiential briefs from clients, so commercially it made sense to formalise our experiential offer with the launch of a new division. We are talking to all of our clients about new experiential briefs and Grolsch is the first of several major pieces of work in development under the Life Experience banner."
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