- Who Will Be King?
Let the ink decide.
- Olde English as it always does sets out to redefine it's place in pop culture, hip-hop and the life of the urban trendsetter. Although known notoriously in the media as a "MALT" beer and to occasionally appear around the inner city life of crime and debauchery, the brand wanted to make a clear statement that it has and always will be enjoyed in a distinguished manner by some of societies most talented, influential and innovative taste makers in today's society. Who Will Be King, promotional platform honors those in the "ink" industry by allowing them to show their love and appreciation for what they do as artist while also showing love to the one "true" brand of beers that remains original and the KING of beers.Who Will Be King, made the connection between tattoo art and pop-culture be recognizing that the same intrinsic values and aspirations that are the underlying component in which why it's core target depicts their characters as strong, rule-breakers, self-made successes yet all the while remaining true to their roots. Like the brand, they remain Forever Royal, Forever Loyal. This campaign gave artists from 5 markets the chance to compete and be crowned based on the votes of the consumer. The interactive brand space provided talk-value and key point-of-interest points to which users could get updates on the events and those coming up. In the end the last man standing, would Reign Supreme and be crowned as the King of Ink and appear on one episode of the popular tattoo parlor show INKED.