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The stunt saw four dancers dressed in Mackintosh coats dancing to Rihanna’s 2007 hit Umbrella and handing out branded umbrellas to members of the public in the capital.
Consumers were asked to use social media currency - in the form of a tweet, Facebook post or Instagram photo - with the hashtag #StayDryWithEchoFalls in exchange for an umbrella. The Stay Dry concept was developed to echo the zero-alcohol element of the brand’s latest drink, which is made with a green tea infusion known as tisane.
The Devries Slam team worked its way from the Southbank to the Tate Modern, offering an umbrella to those getting wet in the January drizzle.
Heather Doughty, assistant account executive at Devries Slam, said: "We attracted some great attention from a variety of audiences who were all excited to watch the dancers and earn themselves an umbrella."
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