The summer of 2023 is the hottest ever. When all the beverage brands are showing the icy image in traditional media, with high-exposure OOH in China's well-known hot city of Changsha, how does Harbin Beer, the beer brand that always brings ice beers to consumers, bring its iciness to life?

Harbin Beer is launching this experience at IFS Changsha, the city's popular check-in place where its target audience gathers and where the famous eye-catching tech billboard is located. Consumers can not only feel the iciness in the synchronised immersive booth, but also show their instant cool expressions on the BILLBOARD in real-time to share their advertising photo on social networks. Every participant has a chance to become a Harbin Beer spokesperson. Harbin Beer makes ordinary OOH tangible and even sociable.

Starting with a call to action on Douyin on 29 July, Harbin Beer runs the core offline OOH experience from 4 to 6 August, while the online activation runs until 17 August.

The campaign goes from online to offline to online, from OOH to experience to brand social content. Harbin Beer really bring the iciness from advertising image to life by ‘Billboard Ice Bar’.

Offline Participation

2,134+

Online Participation

4,579,061+

Total Impression

133,824,317+