Cannes Lions
LEO BURNETT LONDON, London / MILLER / 2009
Overview
Entries
Credits
Description
Create a series of posters promoting both Miller Genuine Draft and the best emerging bands in Scotland.
Execution
As an ongoing commitment, rather than just a one-off campaign, most of the channels have been used concurrently - with everything revolving around the content generated at the venues. A5 fold-out poster-flyers used to promote the venues, champion the artwork exclusively created for the bands, and are distributed in the hippest bars, venues and shops. Live videos of the bands’ performances are used to reach a wider audience, shown on mock stages in underground stations and on mobile ad vans, and free mp3s are available to download via bluetooth in bars and online. There has also been massive exposure in trade, led by a new pack design and promotions. Media partnerships, including ads integrated into listings pages, and rich-media online complete the picture - a full 360 immersion in live music!
Outcome
In the seven months since launch, The Mill has been accepted by bands and fans alike as a genuine part of the music scene – a clear endorsement of Miller Genuine Draft’s role.
The early signs are very encouraging – word of mouth through the bands has led to 350 of them asking to get involved. The really passionate music fans have also voted with their feet, helping to turn The Mill into a regular fixture on the gig scene. Most importantly, the wider set of music fans are downloading the free tracks, coming back every week for more. It is too early to tell how this is impacting on the brand itself.
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