Tiger Beer
Street Food Virtual Festival
The Problem
During the lockdown, thousands of street food vendors were going out of business despite the fact that Malaysians were longing for an authentic street food experience.
The Insight
With the option of organizing a large-scale Street Food Festival off the table, we had to tap into drinker insights in the hopes of developing a fresh approach to street food. We found that people were increasingly reliant on food delivery apps and e-commerce platforms to satisfy their cravings. Instant gratification was the name of the game, and the “cabin fever” phenomenon was the tension we wanted to resolve.
The Solution
Knowing that every Malaysian was spending most of their time in lockdown in front of their screens and ordering food online, we created Tiger Street Food Virtual Festival - the world's first fully-immersive virtual street food festival. To ensure a cross-dimensional experience, we partnered with vendors throughout their nation so that users could enjoy the festival online while savouring street food at home. The festival vibes were in full swing with OOTD options, games and activities, and even a live concert.
38 MILLION
IMPRESSIONS
280,000
SITE TRAFFIC
24,000
AVATARS CREATED FROM SCRATCH
OVER RM1.5 MILLION
RAISED FOR STREET FOOD VENDORS
OVER 1,200
BUSINESSES SAVED
