The activity will take place in key locations in and around the Underground to in a bid to reach Tigerís young urban adult audience.
A 10-second digital panel and a series of escalator panels will appear at Leicester Square and Piccadilly Circus tube stations. Six-sheet posters and branded phone kiosks will be visible in close proximity to Leicester Square, Farringdon and Piccadilly stations.
Tigerís digitally-led Know the Not Known campaign plays on the theme of provoking curiosity and rewarding engagement. The posters and panels will feature QR codes to enable consumers to use their smartphones to take them through to the dedicated Facebook page.
Senior brand manager Jason Wills said: ďOur advertising is designed to engage with our young male target audience in a creative way to build a relationship with them. Weíre delivering the Know the Not Known campaign in a way that reflects their own lifestyle to make Tiger a relevant brand and encourage trial.Ē