As part of Amstel's ongoing partnership with the event, which takes place in Eastnor Castle Deer Park, Herefordshire August 6-9, iris has created ‘The Amstel Fringe' to run for the duration of the festival.
This will be the fifth year that Amstel has had a presence at the festival, and the newly-created Amstel Fringe will have a bespoke programme of events that compliments The Big Chill's existing lineup of events.
The activity will target all festival-goers over the age of 18 with events, such as picnics and a reading corner.
The event programme will run throughout the day and night, with the majority of the events taking place in the Amstel Bar in The Village Green area. iris has linked up with Mike Keat of the Cuban Brothers' fame, who will host events under the persona of an eccentric Dutch character that iris has created for the campaign.
In addition, iris has been charged with coordinating all pre- and post-activity communications, which will include a viral marketing campaign in the run-up to the activity on social networking sites including Facebook, Twitter and YouTube.