MILLER MUSIC TOUR
Integrated Campaign and Brand Experience
Drive engagement and consideration of MGD leveraging the global Miller Music Tour.
Bring “It’s Miller Time” to life
for our 18-24 year old ‘Fun Seeker’ target audience.
We created an integrated campaign built around an experiential events program, never before seen in the market. We developed a 360º activation platform to deliver the brand experience through relevant touch points including PR, social, media and digital channels.
We created a social media plan across 3 stages:
Seeding anticipation of the night through sharing of teaser videos and imagery creating conversation and awareness pre-event.
Delivering live posts from the night to further increase awareness.
Amplifying the event through the creation and sharing of content from the night building engagement and consideration.
We ran two EPIC events, one in May and one in October, the first night was held in the iconic Old Cork Gaol and the second which ran in Dublin’s Mansion House.
Both events saw performances from electro dance heroes the Dance Mob, stunning saxophone interludes, and aerialists dropping from the roof. All set to an amazing EDM backdrop starting with our radio competition Soundclash winners who opened the night.
They were followed by sets from the Dead Prezidents and a headliners set from Kevin Sanderson – Cork and Alex Gaudino – Dublin.