Miller
Mark Ronson
Miller
Mark Ronson
Enhancing Miller Genuine Draft’s global music credibility.
In 2019, Miller Genuine Draft partnered with Grammy Award winning producer and songwriter – Mark Ronson.
Miller ran an annual global campaign where more than 25 markets from around the world participated. The campaign was run through the line from ATL to BTL advertising including an influencer strategy a 3 day music event in Budapest.
The aim of the annual campaign is to keep building MGD’s credibility in music at a global scale.
9—19%
Increase in sales
89M
Social media reach
With Miller Genuine Draft’s brand positioning being about Experiencing the Exceptional and music being a key part of its target consumers’ lives, the entire campaign was built around surprising consumers with exceptional experiences.
These ranged from online, in-store and events. Each and every touchpoint was developed with the most intricate of details.
The event took place over 3 days in Budapest, where winners got to enjoy unique locations and exceptional events, tying into the positioning of the brand.
Influencers from around the world performed at events throughout the weekend and Mark Ronson performed a bespoke show specifically for Miller Music Amplified, along with performances from a string orchestra.
Guests were also surprised with Daniel Merriweather who performed with Mark. Social content was created over the three days by influencers and guests.
An exclusive meet and greet was arranged prior to the main event with the winners and influencers from around the world.
Here they could ask Mark Ronson questions about his life and career related to music and enhancing the experience for the invited guests.
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