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We’ve just got word that over 500,000 pints were sold across Magners’ first ever live activations this summer.  A great result for the brand?s first ever step into a festival field. With a core challenge of engaging non cider drinkers with the brand’s new Golden Draft Cider, the Ear to the Ground crew took Magners on a tour of the Wireless, Hard Rock Calling and Latitude festivals. We created a part of the magical village of Clonmel, where there’s Method in the Magners, which became home to 300 capacity Crusher Bar.  The centrepiece was an immersive piece of brand theatre that engaged 35,000 festival goers when a huge hydraulic installation triggered a sample giveaway and prize moments.  Connecting seamlessly with the wider media campaign, the activation kick-started conversations with new and old Magners fans and advocates across its social media channel and formed the backbone of the brand’s early summer launch communications across Twitter and Facebook.  Over 130,000 festival goers had an ‘opportunity to experience’ and 15,000 Golden Draft samples were given to new consumers. Once again a great collaboration with our friends at Frukt.

Now grab yourself a pint and check out a video of the action here…  http://www.youtube.com/watch?v=hfHROlH40OM