Cannes Lions

Remixgram

WUNDERMAN PHANTASIA, Lima / MILLER BRANDS / 2017

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Overview

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Credits

Overview

Description

RemixGram is the first DJ mixer created inside the world-famous Instagram. We “hacked” the photo app using its organic features to create a music immersive experience were users could mix live music. By playing multiple videos tracks, users could build their own tracks just putting smartphones next to each other.

Every video represented a real piece of DJ equipment: Mixers, Tracks and Effects. This videos contained audios that were synched with each other and play infinitely using the “loop” Instagram feature, so every user could create music making unlimited combinations.

This action was based on a powerful insight: each EDM fan wants to be the DJ, the spotlight, playing music and connecting with fans at parties. We challenged users to become real DJ’s with a simple tool using Instagram in an unexpected way.

Execution

Creating music on Instagram is a big challenge, but creating instruments is even harder. We found that the “loop” feature on Instagram videos allowed us to play a continual beat, very like EDM musical structure.

Miller developed a series of video tracks that were perfectly synchronized letting users mix sound from one video to the other just tapping the play button. The brand created 3 kinds of videotracks: Bases (Mixers), Trebble & Bass (CD Players) and Effects (FX Pads) that could be mixed with each other using smartphones for each video. Also, local artists created their own tracks featuring their music in our library.

RemixGram is a scalable game, where adding periodically new audios allow users to create infinite musical possibilities engaging with Miller and their favorite genre. It is available for every smartphone and OS in Miller Peru Instagram profile, reaching millions of users in love with EDM music.

Outcome

The campaign generated engagement throughout the community supported in a tool that linked Miller as the premium beer for music and EDM fans:

+83,000 minutes played in MGD brand experience.

+2 Million people reached.

Followers increased 65% on Instagram.

+ 613% interaction on Instagram.

89% of reached users interacted with RemixGram.

+1 Million video views.

+2 points in Brand Equity vs. previous month.

+5 points in Brand Experiences vs. previous month.

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