Tiger Crystal Heat Exchange @ Plaza Arkadia, Desa Park City
Malaysia’s heat is something we all complain about, so Tiger Crystal decided to have some fun with it. In August 2022, it set up a giant thermometer in the middle of Plaza Arkadia, Desa Park City, for a one-day activation called Heat Exchange. The idea was to fight fire with fire: generate enough body heat, and you win an ice-cold beer.
How Heat Exchange Worked
Participants ran, skipped rope, danced and even cycled to push up the temperature on the giant thermometer. Once the crowd hit the target, everyone who took part unlocked a free ice-cold Tiger Crystal. There were two rounds during the day, and hundreds of bottles were handed out. Watching strangers cheer each other on to raise the “temperature” made it a lively afternoon at the plaza.
The Hotter It Gets, the Cheaper the Beer
The campaign continued online until 31 October 2022 with a clever twist: discounts on Tiger Crystal were linked to the weather, so the hotter the day, the bigger the deal. It is a fun, very Malaysian idea, and it fits Tiger Crystal well. The beer is cold filtered at -1°C for a crisp, less bitter taste, which I first tried at its launch in Publika.
Make a Day of It at Desa Park City
Plaza Arkadia is a pleasant spot for a relaxed weekend, with a big open plaza surrounded by restaurants and cafes. If you are hungry, I have also reviewed Harumi 23 and Lecoco in the area.
For more ideas on surviving the hot season, see my tips to beat the heat in Malaysia. And as always, drink responsibly and never drink and drive.
