Miller
Bastille
Miller
Bastille
A consumer-led through the line music programme.
Miller had been running global music programme ‘Miller Soundclash’ for a number of years. It gave grassroots DJs the opportunity to win a record deal.
Based on deep market research and learnings, it was changed to Miller Music Amplified – a consumer led music programme which became one of the pillars of Miller Genuine Draft brand.
Miller shifted from being focused on EDM, to being open to other genres of music that were relevant to their key markets around the world.
+22%
Increase in sales
150M
Social media reach
The brand partnered with Bastille for Miller Music Amplified, where more than 27 markets from around the world participated.
It was run through the line from ATL advertising to BTL including – OOH, magazines, PR, in-store promotions, local market events, social media and influencers, culminating in a global 3 day event in Argentina.
Winners from competitions were flown to Argentina and experienced an exclusive meet and greet and a unique performance curated by Bastille.
A surprise meet and greet was arranged at a unique location with Bastille on a weekend in Argentina. The guests, influencers and media outlets got to ask them questions as part of a Q&A.
Bastille performed a bespoke show curated specifically for Miller Music Amplified, where there were numerous surprise moments as part of the performance by the band on the night.
Huge amounts of social content was created over the three days by influencers and guests.
Interested in working together?
Get In Touch