Last Thursday saw the physical manifestation of this year’s #TsingtaoBeBold summer campaign, with a brand activation celebrating the bold characters of Sydney and Melbourne (starting in Sydney and moving onto Melbourne in late January).

What is #TsingtaoBeBold Nights Out? At its simplest level, it’s a typical Thursday, with a Tsingtao twist. It’s an experience that makes you feel as though you’re drunk, except you’re completely sober (and then you crack a Tsingtao and take things up a notch). Anyway, allow us to break it down for you:

• A sumptuous Chinese Banquet dinner at a restaurant that hasn’t even been opened to the public yet (Tang Hui, Sydney)… with marinated testes on the menu, of course!
• A beer-filled evening around a Lazy Susan with friends… ones that you’ve never met before, but somehow you all get along swimmingly.
• A drinking game in the style of Russian Roulette, where some glasses contain water and others contain… Wuliangye, a type of grain alcohol that reaches right into your skull and slaps your brain about (look, it’s an acquired taste).
• Table tennis… on a Tsingtao-branded table, facing off against Ching-Pow, our automated, ping pong-playing robot.

Delving deeper, this brand activation involved an intimate evening with a colourful cast of Sydney’s boldest and most diverse characters, co-hosted by UMM and representatives of Ettason, Tsingtao’s official distributor in Australia.

All of our guests hail from different backgrounds and have an assortment of interests – among them, modelling, sport, publishing, fashion, reality TV, barbering, tattooing, professional globetrotting – that capture what Tsingtao Be Bold, the brand, is all about. Whatever it is you do, own it completely: Be confident. Be yourself. Be Bold.

The influencers and guests engaged with every element of the night (yes, even some of the more daring dishes – Szechuan Hot and Sour Soup, we’re looking at you!) and took Tsingtao’s hand as it led them headlong into an experience that bridged the gap between both East and West, exemplified by the fact both cultures relish individuals who know how to celebrate themselves in the company of others.

The invitees were as follows:

• @dennis_theo
• @ameliasingson
• @brandonkilgour
• @jackrogerss
• @ashtonwood
• @iamlisaclark
• @aisha_jade
• @maxim_aus
• @spintado
• @caseboon

Over the course of the brand activation, 33 posts were uploaded to Instagram by the influencers (whose combined audience totals over 600K), with almost 3,400 engagements resulting from these posts.

As is reflective of our integrated communications agency approach, UMM’s #TsingtaoBeBold Nights Out activation is just one part of many in this multi-layered campaign.

Take a look at the full gallery here.

Photos: Atilla Szilvasi

For your chance to go in the running to win one of thousands of prizes, simply purchase a case of Tsingtao at one of these stockists.

To find out more about the new #TsingtaoBeBold campaign, please read our last blog, or visit:

• The official site.
• The official Facebook page.
• The official Instagram account.