Miller Genuine Draft x Bastille
Building your Brand Values with the Power of Celebrities.
Background
Miller had been running a global music programme called Miller Soundclash for a number of years. The programme gave grassroots DJs the opportunity to win a record deal. In 2018 the programme needed to be refreshed and based on deep market research and learnings, it was changed to Miller Music Amplified - a consumer led music programme which became on of the pillars of the Miller Genuine Draft Brand.
Miller shifted from being focused on EDM, to opening to other genre’s of music that were relevant to the brands key markets around the world.
RESULTS
An increase of sales between 22% in participating countries over the campaign period.
Social Media Reach of over 150M & Social Engagement of 18.5M
PR Reach of over 7.8M
The Campaign
In 2018, the brand partnered with Bastille for Miller Music Amplified, the brand’s annual global campaign where more than 27 markets from around the world participated in. It was run Through The Line from ATL advertising to BTL including - Out of Home, Magazines, PR, In-Store Promotions, Local Market Events Social Media, Influencers and culminating in a Global Event in Argentina.
Winners from the local market competitions and influencers were flown to Argentina to enjoy a 3 day music experience, including an exclusive meet and greet and a unique performance curated by Bastille.
Main Campaign Video
360 Campaign activation
Miller had the rights to use Bastille Through the Line as a fully integrated campaign. It was activated by 27 markets across the world. Assets were generated globally and shared with various toolkits on how to activate the campaign globally.
Social Media
A content shoot was held with Bastille where various social media assets were created and were used on the social media channels of the countries activating the campaign as competition drivers for people to attend the final main global event that was held in Argentina.
People who purchased Miller could stand a chance to win co-branded Miller and Bastille merchandise, tickets to a local market event or an all expenses 3 day trip to Argentina to meet Bastille and watch them perform.
Due to only a limited amount of people being able to attend the event in Argentina, many social media assets were created over the event weekend to showcase what happened over the 3 days and create talkability about the event in the markets. People who had seen this, wanted to purchase Miller the following year in order to stand a chance to attend the Miller Music Amplified event weekend.
Influencers
Miller Genuine Draft worked with numerous influencers across the world to create awareness and excitement for the brand. These influencers epitomised what Miller stood for - trendy, ‘in the know’ and well connected, credible in music, fashion and entertainment.
Total reach achieved with the influencers was over 7.6M.
Meet and Greet
A surprise meet and greet was arranged at a unique location with Bastille on the weekend in Argentina. The guests also got to ask them questions as part of a Q&A.
Main Event
The main global event in Argentina took place over 3 days, where the winners and influencers where flown in from all parts of the world to enjoy exceptional events in unique locations. Influencers from around the world performed at the events throughout the weekend. Bastille performed a bespoke show curated specifically for Miller Music Amplified , where there were numerous surprise moments as part of the performance by the band on the night.
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