Miller's Concert Series Targets Diehard Fan Influencers - Event Marketer

Miller’s Concert Series Targets Diehard Fan Influencers

DB_MGD_2004 Ex
Brand: MILLER
Agency: CLEAR CHANNEL ENTERTAINMENT
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2004

After a successful run with Rellim in 2002, Miller was back at bat, this time with a home-grown property used to infect urban-minded consumers with MGD messages. There are those who enjoy a particular band, and then there are the diehards. The brewer reached for the fanatics with a proprietary concert series of five shows in each of Miller Genuine Draft’s three core markets of Los Angeles, San Francisco, and Chicago.

From June through October, Pure Night Out concerts featured “better than they had to be” artists such as Snoop Dogg, Ludacris, Cypress Hill, and Chingy (oh you gotta love Chingy) at bargain prices of just $5. A unique ticketing model allowed MGD “in the know” influencers first crack at the tickets.

For each show, an average of 10 on-premise nights were executed in each market, creating a continuous presence throughout the key summer selling period. Needless to say, all 15 shows sold out, beer sales jumped, and word-of-mouth impacts totaled 136,000. It’s … Miller Time.

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