Japanese beer Asahi Super Dry is partnering with influential electronic music platform Resident Advisor, to invite consumers to “Discover Tokyo” and immerse themselves in the world’s first virtual experience with spatial audio. Taking place from the 26th March 2021, the global event will take consumers on a 45-minute journey through the streets of Japan’s capital city, with original music composed by three renowned artists: DJ Nobu, Honey Dijon and Kerri Chandler.
Following a year of incredible growth, Asahi Super Dry value sales have soared by +90.6 per cent in the Impulse channel, contributing an additional £2.4M to the Super Premium Beer category. From this month, the “Discover Tokyo” activity will reach an estimated 5.7M users and achieve 16.8M impressions in the UK alone. In addition, the “Discover Tokyo” activity will also be supported through targeted media activity this summer. A bespoke Time Out partnership in the UK will promote the event and offer exclusive bundles and offers. There will also be an influencer activity underpinning activity in the week leading up to the event.
“We want to continue to build on the success of Asahi Super Dry and ensure that we are keeping it front of mind for consumers," said Managing Director of Asahi UK, Tim Clay. "The Super Premium Beer category continues to grow in popularity and Asahi Super Dry is perfectly placed to cater to this growing demand, particularly after having been recently voted the #1 Best Selling and #1 Best Trending Beer brand.”
Mastered using Spatial Audio, multi-dimensional sound can be heard through any set of headphones. Those tuning in will also be able to chat with people from around the world within virtual and private spaces, order Asahi Super Dry to their front door and enter competitions.
The “Discover Tokyo” activity is part of a three-year partnership deal between Asahi Super Dry and Resident Advisor. The event follows on from the 2019 award-winning Listening Bar documentary series.
