In pictures: Grolsch hits the road for 400th anniversary

Beer brand Grolsch began a nationwide experiential tour of the UK yesterday (10 March) to celebrate its 400th anniversary.

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The experience has been created as part of Grolsch’s 400 Years of Originality campaign. Currently located at Waterloo station in London, the campaign will also visit Birmingham, Brighton, Bristol, Cardiff, Liverpool, Leeds and Manchester.

The mobile activation is housed in a branded Chevrolet car and features an interactive photobooth. Eight vintage cameras photograph the participant simultaneously and merge the pictures into a collage portrait.

State of the art technology, which has been provided by Arcstream AV, then sends the image to a 40 metre-wide high-definition LED screen in the station, where it is displayed as a giant swing-top bottle silhouette in front of the commuting crowds. 

Guests can share their photos on social media and take home an Oyster Card-sized print out. The pop-up also provides opportunities to sample the beer and take home discount vouchers.

Ali Pickering, brand director portfolio at Molson Coors UK, said: "Grolsch is renowned for its individuality and this is something we wanted to pay tribute to during the 400th-year anniversary. We look forward to celebrating with our customers over the course of the year and introducing them to our exciting activity planned for 2015."

Neil Dickinson, managing director at Arcstream AV, added: "This pop-up tour is incorporating some of the latest trends in interactive technologies and visual effects. Waterloo Station has already been a huge success and we look forward to the next big city."

The experiential roadshow has been devised by Life Agency, with support from VCCP, The Bank, Zenith Optimedia, Kinetic, Eulogy and Graffiti Life.

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