These days, the beer drinking moment was being eaten away by smart phones.People are too busy in their mobile world and have overlooked the moment where they are suppoosed to be spending with their friends. We needed to bring back this beer moment...but how?

Tiger Beer is taking the first step on the road redemption, Introducing 'The Bloody Ring' from Tiger Thumb Wrestling box. A dedicated team of professonal referees went around to leading pubs and restaurants with a wrestling ring and various finger masks. Anyone seen playing around with their phones in the outlets were then challenged to a game of thumb wrestling by our TTWF team. Choose from our 10 legendary superstars in thumb wrestling history and get ready to rumble. To regain your manhood, insert your texting thumb into the wrestling arena provided, a pinfall counting of 1 to 3 will end the match.

- Sales increased substantially during the event period.- Over 7,500 contestants and 70,000 spectators without having to spend a single dollar on ATL communications.- Over 200 outlets participated and over 80% requested a second season of the activity.- But our most important result was that we overthrew smartphones and brought back the beer moment once more.