Miller Genuine Draft x Mark Ronson
Building your Brand Values with the Power of Celebrities.
Background
Over the years, Miller Genuine Draft has built it’s profile within the music landscape allowing the brand to play a credible role in this space. Miller Music Amplified was an evolution of Miller’s Music platform in 2018 and is about creating exceptional moments in music to continue building on MGD’s credibility in music at a global scale.
The brand annually partners with a globally renowned music artist. In 2019, the brand partnered with grammy award winning producer and songwriter - Mark Ronson. Partnering with such a credible name in the music industry helped Miller Genuine Draft to further consolidate itself as a brand at the heart of exceptional moments in music.
The Campaign
Miller Genuine Draft ran an annual global campaign where over 25 markets from around the world participated. The campaign 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 Budapest.
Winners from the local market competitions and influencers were flown to Budapest to enjoy a 3 day music experience, including an exclusive meet and greet and a unique performance curated by Mark himself. Accompanied by the Budapest Dohnanyi Orchestra and Daniel Merriweather; Mark took over the piano, guitar and his famous DJ turntables to put on an unforgettable show.
RESULTS
9%- 19% Increase in sales in activating markets
89M Social Media Reach
Main Campaign Video
Social Media
A content shoot was held with Mark Ronson to create various social media assets that were used by the markets around the world to create hype and excitement about the global campaign.
Competition drivers were used on social media and online where people who purchased Miller Genuine Draft could stand a chance to a win fully paid, 3 day music experience for them and a friend in Budapest and get to meet Mark Ronson in Budapest.
A variety of different assets were created to drive excitement and intrigue for the global campaign in the months leading up to the final event. These ranged from Mark Ronson speaking about the event, assets showing sneak peaks of Budapest and what the 3 day weekend could consist of.
Brand & Influencer Social Media Posts
Brand Posts on Mark Ronson’s Channel
Meet and Greet
An exclusive meet and greet was arranged prior to the main event with the winners and influencers from around the world, where they could ask Mark Questions about his life and career.
Global Main Event
The main global event took place over 3 days, where the winners and influencers got to enjoy unique locations and exceptional events. Various influencers from around the world performed at various events throughout the weekend. Mark Ronson performed a bespoke show curated specifically for Miller Music Amplified , where a high spec transparent screen was set up, behind which a string orchestra performed. Guests were also surprised with by Daniel Merriweather performing a song with Mark Ronson.
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