"We had to reduce our allotted complimentary tickets for staff and guests in order to meet demand from the public," said Lester Tan, assistant general manager in charge of marketing at Asia-Pacific Breweries.
To promote the concert, Tiger took over City Hall MRT station as well as one train, dubbed the 'Euphoria' train. There were press ads as well as radio promotions.
Those interested in attending had to redeem 48 ring tabs to get a pair of tickets. Said Tan: "In terms of sales, volume went up by more than 10 per cent compared to the same period last year. This is gratifying as the beer market has been practically flat for the last 18 months."