Greene King devises pint-and-prose cab for London Glory campaign

This month saw brewer Greene King launch its year-long What's The Story campaign, featuring an interactive taxi experience.

The cab stopped off at the Harlequins' ground, The Stoop in Twickenham
The cab stopped off at the Harlequins' ground, The Stoop in Twickenham

Designed to promote Greene King’s new London Glory variety, a branded taxi was positioned across high footfall locations in the capital, including Spitalfields Market and Covent Garden.

Inside was a ‘writer in residence’. Londoners were invited into the cab to tell stories about the city over a free pint of the beer, which was provided in exchange for a post on Facebook, Instagram or Twitter using the hashtag #WhatsTheStory.

The tales they told were broadcast to the nation via a dedicated social media campaign.

More than 5,000 people sampled London Glory across three days. The experience culminated in an activation at the Harlequins vs. Northampton Saints game at The Stoop on the first week of February.

The What’s The Story campaign will continue this year across social, PR and prize-giving promotions - such as the chance to to enjoy a pint with the Harlequins. The taxi will also be reappearing at key points throughout the year, while its writer in residence will be roaming the London pubs to share more consumer stories over a pint.

Chris Houlton, managing director of Greene King brewing and brands, said: "The London Glory experiential activation was designed to really engage the people at the heart of the brand and celebrate the wonderful diversity of our capital city. The wider Greene King partnership with Harlequins offered a natural opportunity for us to engage with a new and responsive audience, particularly via social media."

Greene King is working with Popcorn PR on the campaign.

More: Greene King IPA enlists Tom Kerridge for 'Hoppodrome' pop-up

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