‘The Tiger Lucky Eight' events will be themed around the five elements of the Chinese zodiac: earth, wood, fire, metal and water.
The events are to focus on the Asian restaurant sector and Chinatowns across the UK.
"Tiger has extensive knowledge of all things Far Eastern, and as part of the celebration of Chinese New Year we want to share our secrets on both authentic and contemporary Chinese food, culture and music with consumers through our exclusive guide," said Exposure account director Joanna Deacon.
"We have put together a fully integrated campaign that employs a modern take on a traditional celebration. We felt the Chinese Year of the Tiger made a perfect launch pad to encourage people to explore and celebrate Chinese New Year up and down the UK, with Tiger Beer."
The events will form part of a wider integrated campaign targeting men aged between 18 and 34, and featuring above-the-line advertising, experiential, digital and promotional activity.
Exposure was brought in by Tiger Beer last August.
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