As a tie to its Japanese roots, beer brand Sapporo has launched a karaoke-themed summer promotion on a new campaign page of its website.
The page houses a sweepstakes promotion, where users are invited to create a gif of their “signature karaoke move” (complete with a stage name), for a chance to win a branded karaoke machine or a grand prize trip to Japan, the “birthplace of karaoke.” The animated feed of submissions includes a mix of content from this web page and from Instagram, where users can also enter from using #KaraokeLegend. This engaging activation illustrates how a brand can implement a promotion that is not only shareable, but is also firmly tied to its heritage.