City Centre Brand Activation

As the official beer sponsor of the Oxford and Cambridge Boat Race, Adnams wanted to amplify their presence in the build-up to race day. We were brought in to create a memorable brand activation that would generate PR coverage, engage audiences, and drive visibility ahead of the main event.

We designed and delivered the Adnams Rowing Challenge, a competitive experiential activation held across three high-footfall London locations. Participants raced on bespoke rowing machines for the chance to win a year’s supply of Adnams beer — attracting attention, social sharing and brand engagement.

Our team managed the end-to-end activation, including:

• Site planning and permissions

• Event build and branded kit

• Talent sourcing and live hosting

• Promotional staff and audience engagement

• Prize management and logistics

• Full on-the-day event delivery

The challenge was timed to build momentum in the days leading up to the Boat Race, extending the brand’s reach beyond the river and into the heart of the city.

• Successfully activated Adnams’ brand across key London locations

• Created standout moments outside race day to broaden audience reach

• Increased dwell time and engagement through fun, competitive interaction

• Drove footfall to fan zones via a 2-for-1 beer voucher redemption offer

• Supported Adnams’ wider PR and experiential marketing objectives