Miller Captures the EDM Scene with RFID Wristbands
Miller Genuine Draft went to Panama to bring a taste of its brand to ValleBash, the electronic dance music festival held every year in the mountains for an exclusive, invite-only crew of Facebook influencers. For the brand, this was the ideal environment to leverage its EDM associations, while grabbing an opportunity to be associated with an influential group of consumers on their terms, in their world.
MGD tapped into a variety of technologies to make its impression, including 3D projections fed onto screens designed to replicate Panama City’s skyline. The brand hosted live vj performances and pushed social media amplification via branded RFID wristbands and readers that captured partygoers enjoying time with friends and the MGD, which was the exclusive beer on site. Once authorized, photos of the bash were posted on Facebook. The projections punched up the crowd, but the integration of RFID technology into the ValleBash live experience increased delivery of product messaging for the brand and permitted MGD to track ROI against sponsorship investment and capture valuable consumer data post-event to help determine additional exposure generated.
By the end of the festival, 60 percent of the attendees authorized Facebook posts (pretty good for a group considered to be among the savviest of Facebook influencers), and each attendee made about 2.2 total social posts from the event.