The brand worked with agency Fuse Sport + Entertainment to deliver two experiences in the central London locale.
A consumer space featured a branded photo booth filled with Chinese New Year inspired props, including iconic lion heads. A second invite-only tent hosted social media competition winners, members of the press and key Amoy customers.
Here, the brand served up Chinese dishes, and offered face painting alongside other themed activities.
A total of 30,000 samples of Amoy were handed out. The brand also created and distributed 5,000 personalised bottles, which featured the different Chinese zodiac signs.
Sam Joseph, account manager at Fuse Sport + Entertainment, said: "We were incredibly proud to bring this partnership between Amoy and the London Chinatown Chinese Association to life over the weekend. The Chinese New Year celebrations in London are getting bigger and more elaborate every year, so it’s incredible to think that Amoy had never been involved before now.
"The client had ambitious plans to mark the occasion, celebrate with the crowds and maximise their partnership, all of which we’ve been able to help them achieve through bespoke and entertaining experiences that appealed to the different audiences."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.