# Underground Beer Promos Tiger Beer 'Know the Not Known' Gives Exclusive London Nightlife Access By leewashington | Published 2010-10-10 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/know-the-now-known References: [facebook](http://www.facebook.com/tigerbeeruk) & [facebook](http://www.facebook.com/tigerbeeruk) Twenty-something urban consumers seek to discover and make choices beyond the superficial; accordingly, [Tiger Beer](https://www.trendhunter.com/trends/tiger-archives) has launched a campaign that aims to provoke, then reward curiosity called ‘Know The Not Known.’ ‘Know The Not Known’ features up-and-coming contemporary talents from the four fields of [art, music, design and film](https://www.trendhunter.com/trends/the-think-party), and will provide access to the best parties in London, from Halloween secret cinema in a park to art openings. Through the [Facebook](https://www.trendhunter.com/trends/the-neighborator) page, their curiosity is rewarded by access to underground, invite-only Vice magazine and Tiger-supported events. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 34% | Activity: 79% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Live Arts](https://www.trendhunter.com/livearts) ## Key Themes ### Why This Trend Is Growing - **Exclusive Access Campaigns:** Brands can launch exclusive access campaigns that provoke curiosity and reward consumers for making uncommon choices. - **Up-and-coming Talent Showcases:** Campaigns can feature up-and-coming talents from various fields to engage with and offer experiences to consumers. - **Social Media Rewards Programs:** Social media can host rewards programs that offer unique and exclusive experiences to consumers who engage with a brand's content. ### Industries Being Reshaped - **Alcohol and Beverages:** Alcohol and beverage brands can launch campaigns that offer unique and exclusive experiences to engage consumers and build brand loyalty. - **Entertainment:** Entertainment companies can showcase up-and-coming talent in various fields to create unique and memorable experiences for consumers. - **Social Media:** Social media companies can partner with brands to host rewards programs that incentivize user engagement and offer exclusive experiences to users. ## Related on Trend Hunter - [Beer-Branded Digital Art](https://www.trendhunter.com/trends/tiger-archives.md) - [AI Creator-Centric Campaigns](https://www.trendhunter.com/trends/the-spirit-of-london.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Curious Whiskey Campaigns](https://www.trendhunter.com/trends/dont-mention-it.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Discerning Drinker Pop-Ups](https://www.trendhunter.com/trends/fentimans-pop-up.md) - [Social Connection Campaigns](https://www.trendhunter.com/trends/is-this-seat-taken-campaign.md) - [Alcohol-Free Underground Campaigns](https://www.trendhunter.com/trends/bakerl00.md)