Tiger Beer Malaysia launched its local Chinese New Year (CNY) campaign 2022 The Year We ROAR Together at Pavilion KL. We had the opportunity to feast their eyes on the traditional Asian street installations with a contemporary twist at the Connection area and score exclusive Tiger merchandise via the exciting game booths there.

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The activities along Connection, Pavilion KL will be open to public from now until 15th February 2022 for fans to experience the festive vibes for themselves. Fans can also redeem collectible Year of the Tiger Ang Pow packets, when they purchase RM88 worth of HEINEKEN Malaysia products at selected outlets in Pavilion KL, while stocks last.

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Various QR code touchpoints along the area also enable fans to engage with Tiger’s Augmented Reality (AR) ‘Roaring Greetings’ to interact virtually with a Tiger and generate inspiring CNY greetings to be shared with friends and family. At the same time, fans stand to win exclusive Tiger Mahjong sets with two weekly winners from now until 15th February 2022. These QR codes can also be found on Tiger’s limited-edition cans and other touchpoints like the ‘Roar Together’ murals and print ads during the festive period.

Tiger Beer’s efforts to champion the local art scene continues to grow. To spread the CNY cheer to other regions in Malaysia, Tiger engaged with various local artists to create exclusive ‘Roar Together’ murals at eight different locations nationwide including Petaling Street’s famed Kwai Chai Hong. From 14th January until 20th February 2022, visitors can view Kwai Chai Hong’s ‘Live Wild & Prosper’ installations by Alice Chang and Odd, giving fans even more Insta-worthy moments to welcome the Year of the Tiger.

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Those who want to feel the CNY joy at home can turn to Drinkies.my , enjoy variety of attractive promotions and stand to win prizes worth up to a total of RM888,888! From now until end of February 2022. Any purchases via this e-commerce platform will receive a sure-win scratch card with an entry to the ‘Wheel of Fortune’ game to win even more attractive prizes via Drinkies.my .

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We then head to Grand Ballroom of JW Marriott Hotel Kuala Lumpur for the main launch event, where HEINEKEN Malaysia’s, Roland Bala, Managing Director of HEINEKEN Malaysia, took the stage to welcome guests before the rest of the Management Team joined him to officiate Tiger Beer Malaysia’s CNY campaign for 2022, followed by an exciting Tiger and lion dance performance to spark the festive spirit. Guests were treated to an array of CNY delicacies and electrifying stage performances to usher in the Year of The Tiger.

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Great event with alot of catch up with old buddies after MCO pandamic.

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Tiger Beer’s CNY campaign and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Tiger Beer and all other brands under the HEINEKEN Malaysia portfolio advocate responsible consumption and urge consumers to not drink and drive. The media launch was conducted in full compliance with standard SOPs and regulations. For more information on local promotions and activations as well as terms and conditions, visit http://bit.ly/TigerCNY2022.



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