We combined the two essential elements of these events (music and beer) to create the world’s first musical pint glass. Depending on how full or empty they are pints make different musical notes when tapped, so we etched lines into the glasses that would corresponded with the notes they produced. We then printed famous rock riffs onto beer mats and handed out little batons so drinkers could buy a round and recreate their favourite tunes on their pint glasses.

Thanks to the promotion Undiscovered Live was a massive hit. The whole competition attracted hundreds of acts across the country, making it one of the largest unsigned music talent contests staged in the UK. The grand final saw six bands battle it out in front of an 800 strong crowd. The musical pints were a big talking point with customers, generating lots of interest as well as becoming a fun way for them to join in and get into the spirit of the event.