Building on Newcastle's "Taste the Lighter Side of Dark," three branded "Summer Spectacular" public art projects are designed to get people talking, texting, posting and "checking in."
"Trapped in a Schooner" at the historic Del Mar Racetrack aims to entertain race fans through an optical illusion. One person stands in a special location, while another climbs inside a larger-than-life replica of Newcastle's traditional glass, the Geordie Schooner. The effect: it looks like they are trapped in a giant pint of Newcastle Brown Ale.
"Dark Shadows" is aimed at pub crawlers San Diego's night life hub, the Gas Lamp district. Using only a single light source and dozens of real-life Newcastle Brown Ale bottle caps, two well-known New York shadow artists have partnered with Newcastle to bring to life a 128-square-foot shadow sculpture reaching for a pint of Newcastle.
"Human Installations" will make customers look twice at some of San Diego's top on-premise locations. No, it's not a beer robbery in progress. It's a series of ingeniously installed human forms apparently trying to steal a keg of the "Lighter Side of Dark," on display through September.
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Newcastle Brown Ale, a Heineken USA brand, is encouraging fans to post pictures of the "Summer Spectacular" to their personal social media networks. Foursquare check-ins at the Schooner installation will also be rewarded with special Newcastle Brown Ale merchandise. The promotion was handled by San Diego-based Vitro.--Tanya Irwin