Miller Genuine Draft (MGD) wanted to create a global music platform which would bring to life its brand purpose of ‘Experience the Exceptional’, activated in markets across the world.
For the last three years we have delivered Miller Music Amplified, headlined by global talent including Bastille and Mark Ronson. In 2018 and 2019, this culminated in a single, hero event where consumers and influencers came together to Experience the Exceptional.
In 2020, the approach shifted, working with Universal Music Group to access a broader roster of its talent. With key markets ranging from Kazakhstan to South Korea, we wanted to work with multiple artists who could serve specific market needs, on a series of worldwide events.
However, when Covid-19 hit we pivoted to virtual performances, creating four truly exceptional, fully branded artist performances streamed live on YouTube. Jax Jones, 6lack, Noize MC and Sean Paul wowed audiences with a range of high-energy sets.
By establishing Miller Music Amplified, we built a global music property for the brand through totally owned IP. Working with some of the world’s most celebrated artists, we helped drive brand awareness while leveraging their credibility to create once in a life-time experiences and content for music fans. All this led to increased talkability and social engagement, both locally and globally, and generated greater brand love for consumers. Assets used in the on/off-trade activation also amounted to a sales upticks in key markets. The results showed up to 49% sales uplift in key markets, up to 8500 competition entries and 20+ markets activate the campaign year on year.