BSI Awards | Case Library | 1664 BLANC | BẬT XANH - MỞ GU CHẤT | The Best Event with Social Media Strategy

CASE STUDY VIDEO

STRATEGY

In 2025, with the ambition to reinforce its positioning as a French Premium Beer, 1664 Blanc launched the integrated campaign “Bật Xanh - Mở Gu Chất” — a platform where music, art, and refined lifestyle coverage to resonate with young urban consumers. To bring this spirit to life in the most tangible way, 1664 Blanc introduced a five-day large-scale event series, “The Blue Light Event Experience” in collaboration with Son Tung M-TP. Designed as an omnichannel moment, the experience was amplified across all touchpoints & from online to offline, making it the center of attention before, during, and after the event. More than just a brand showcase, the campaign elevated brand perception by seamlessly channeling influencer appeal into a compelling and cohesive brand narrative.

INSIGHT

Leveraging the existing collaboration with A-list celebrity Son Tung M-TP — who owns a massive fanbase and consistently dominates public conversation — we identified an opportunity to extend his cultural influence into an always-on social momentum for 1664 Blanc. His presence naturally attracts mass attention, making him the ideal catalyst to ignite conversation around a premium lifestyle brand. By synergising his star power with a curated network of premium lifestyle influencers, the campaign unlocked a continuous flow of aspirational social content. This approach not only amplified buzz and strengthened the crowd effect surrounding the event but also transformed influencer storytelling into a gateway for consumers to aspire toward elevated lifestyle experiences with 1664 Blanc. Crucially, the event served as strategic proof of the brand’s premium positioning. It became a real, tangible experience that validated the lifestyle promise behind 1664 Blanc—not just through imagery, but through first-hand immersion. This allowed consumers to genuinely feel the sophistication, exclusivity, and sensory world the brand stands for.

CREATIVE IDEA

The Blue Light Event Experience was crafted as the ultimate expression of 1664 Blanc’s “taste” — a premium party atmosphere that fully embodies the brand’s distinctive style. On social, the event was framed as a celebration of the collaboration between Son Tung M-TP and 1664 Blanc, highlighting their shared sense of taste and cultural alignment. This approach helped shift consumer motivation — from showing up for the idol to engaging with the brand itself, ultimately turning attendees into true 1664 Blanc drinkers.

CONNECTION PLAN

First, we sparked instant viral buzz with subtle hints from Sơn Tùng M-TP and 1664 Blanc. Leveraging a tier-mix strategy across influential communities, the campaign launched ticket-hunting activities and teaser discussions, igniting a strong wave of FOMO. The event quickly became the center of online conversations before it even began. When the doors opened, the heat escalated.

1664 Blanc brought together a massive lineup of celebrities, top creators, and communities at the Experience House. Every offline moment—from stylish photo booths to explosive stage performances—was instantly transformed into viral social content. Creators and attendees flooded their feeds, generating massive organic reach and seamlessly pulling the online audience into the physical experience. The momentum didn’t stop when the music ended.

To sustain the buzz, 1664 Blanc extended the experience online with the “Hội Đồng Gu” minigame. Fans matched their stylish spirit with Sơn Tùng M-TP, sharing exclusive merchandise and digital cheers. This follow-up kept conversations alive and amplified brand visibility long after the event. The O2O loop drove a true viral explosion, delivering over 1 million buzz, 3.5 million engagements, and 10 million video views.

1664 Blanc dominated the social landscape, securing Top 3 BSI Campaign in April 2025 and Top 5 in May, alongside Top 5 BSI Events in April and Top 7 in May. 1664 Blanc didn’t just host an event—it turned a physical party into a social media phenomenon.

OBJECTIVE-BASE KPI

BẬT XANH - MỞ GU CHẤT

Inspirations deliveredright to your inbox

Inspirations delivered
right to your inbox