To properly kick off the launch of its new Golden Ale, John Smith launched a one-of-a-kind golden pub pop-up in Mayfair.
The John Smith’s Golden Tanning Pub included traditional elements of a British pub, including everything from dart boards to tables and chairs—all of which were spray-painted gold for the special occasion. The Golden Ale is John Smith's first new beer in 22 years and people were invited to sample the product, provided they were willing to get themselves a gold spray tan to match the rest of the bar's interior.
In an age where consumers are embracing experiential marketing as an opportunity to naturally interact with their favorite products, brands are pulling outrageous stunts like these in order to have fans to prove themselves worthy.
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