As Miller Genuine Draft’s global digital agency, we are responsible for building the brand globally through digital channels and to position Miller as the world’s most desired global night life partner and not just a global lager brand.
Our research revealed our audiences love electronic dance music and so it was this world that Miller needed to credibly own. To drive engagement with beer and dance music lovers all over the world, we took a global approach to challenging the might of Heineken, Budweiser and Corona.
First, we strategically partnered with DJ Mag to give us credibility and authenticity when engaging with dance music enthusiasts. It enabled us to leverage content on a global scale and penetrate key markets like Latin America and Africa. Secondly, we partnered with Mixcloud, the world’s biggest online DJ platform for dance music lovers and upcoming DJ professionals. This put the MGD brand at the heart of their daily lives where the consumer is constantly listening, streaming and uploading music.
Our ambition was to find the next wave of grass roots DJ talent on a global scale. With the support of our partners we designed, seeded and amplified a global DJ talent search programme called Miller SoundClash where any DJ worldwide could upload their unique music mix, build their own fan bases and be in with a chance of competing against 15 other finalists at a world famous Las Vegas club – Marquee Las Vegas.
The DJ winner, crowned the Miller SoundClash champion, was then given the chance to play to a dance hungry crowd of thousands alongside DJ Dannic and profiled in print by DJ Mag themselves.
The live Vegas event witnessed incredible digital engagement. Miller communities and dance music fans from over 25 countries could log on to watch the live-streamed finale, access live set reviews and support their local DJs. The Facebook post announcing the winners – Augusto Yepes – received almost 12,000 organic interactions and we received a 12.6K uplift in Facebook fans over the 5 day live period.
Rich video content that showcased the scale of and support behind the competition was released in the days and weeks following the event to maintain momentum and fan engagement with the initiative – driving our video views on the Miller YouTube channel to over 170,000.
We capitalised on our existing Key Opinion Leader (KOL) relationships in each market and developed new connections in the online dance music sphere to drive excitement and social engagement behind the competition – encouraging up-and-coming artists to enter and dance fans to vote and support their favourite DJ. This engagement, coupled with content targeted to music lovers and the existing fan bases of our entrants, we achieved over 1000 DJ entries and 440,000 mix listens – with the competition message being amplified to over 18M fans.
The Global reach, engagement and buzz achieved with SoundClash placed the brand at the beating heart of the online conversation around dance music across the globe.
Over a 2 year period, Miller’s online community has increased by
1.8 Millionand we have seen a
24% sales upliftin the top 25 markets.