Tiger offers home viewing prize in M'sian football push

Developed by Grey Global Group Malaysia as part of the Tiger Football Club promotion, the 'Home Game' initiative offers to recreate a sports bar viewing experience at home for the winner of the online football shootout competition.

As part of the prize, the brewer will install giant television sets and provide beer, food as well as other football props such as flags and whistles - as available in a sport bar - in the winner's home for an upcoming game.

Tiger will also provide "beer girls" to serve the winner and guests and clean up at the end of the home viewing experience.

The online game - open only to Malaysian residents - has the look and feel of an actual match.

Contestants sign up to play as one of several teams such as Gunners Eleven, Devils United and Blue Lions.

To inject a true football experience into the competition, Grey included chants and shouts normally heard at matches played in Malaysia such as "My mother can shoot better than that".

The online offensive includes a viral component to encourage membership in the Tiger Football Club (TFC). The club provides regular football updates, recreates the atmosphere of live matches at TFC venues for members and their friends and offers the chance to win merchandise.

The online competition is backed by print and outdoor advertising. There is no television as Malaysia prohibits alcohol advertising. Launched last month, the competition will run until November 23. Along with the home game prize, contestants can use their points earned in the shootout to redeem a range of merchanise from jerseys to lighters. Grey won Tiger's football marketing brief in a June clash against Young & Rubicam, said the agency's Southeast Asia president Chris Leong.