The Brighton Wheel, eight participating pubs and a bicycle taxi rank will be lit green to promote what the brand describes as its "individual style". The experiential activity, created by LIFE Experience, will run from 27-30 November and 4-7 December.
Michael Bosanko, a "light graffiti artist", will tour the pubs each night of the campaign and perform while customers will be invited to create their own piece of artwork with prizes for the best designs. The top prize will be a trip to Amsterdam to attend a light graffiti workshop. Each pub will also receive a bespoke light art canvas to display.
Sophie Erskine, brand manager at Grolsch, said: "We have some big plans for 2014. The activity in Brighton represents the first of what is set to be a widespread roll out across our key city consumer hot spots, which will include London."
This year Grolsch has pumped its marketing budget into experiential activity. In July, the lager invited consumers to take the by stepping into a 2sqm "game cube" and opening as many virtual bottles of Grolsch in 60 seconds for prizes.
Last month Grolsch appointed Karmarama create a campaign using the lager’s digital and social channels which would emphasise its Dutch credentials. The campaign is planned for next year.
It will continue to use the ‘Big Bold’ positioning created by former agency Beattie McGuinness Bungay.
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