Grolsch is sponsoring Original Comedy on Channel 4.
In support of this, Leith have produced a series of sponsorship idents, shot in Amsterdam and featuring a couple of guys on a grass-roofed barge. Quirky things happen around them as they make their way along the canals - these involve a zebra, a mole, Amazonian indians, a visit from on high by a Japanese businessman, an unusual pizza delivery and some “wild” grass.
We’ve developed a new Grolsch site which is being referred to internally as the “immortal” - part immersive brand experience, part portal. The new site is designed to make the most of the increasing amount of dynamic content that Grolsch/we are generating - much of this obviously arising from the C4 sponsorship.
An example of this dynamic content is the Codebreaker competition. Within the action of each sponsorship film we’ve included a Grolsch-related number. These numbers pertain to facts about the brand, its history, its locations, its products, its packaging and to beer drinking in general. The numbers are “hidden in full view” in that they’re pretty easy to spot if you know to look for them, but you probably won’t notice them if you don’t.
Competition entrants have to identify each of the six numbers between now and the end of March and enter them on the Grolsch site. To successfully break the code they have to enter the sum of all six numbers. Winners get their own centrally located houseboat in Amsterdam for three nights, plus a two day trip to the Grolsch Brewery in Enschede.
Getting this competition off the ground has been a properly integrated effort involving forward planning and great collaboration between Blonde, Coors, Channel 4, Leith and their production company. Hard work but good fun.
