Miller's Icehouse Brewery Rocks the Boat - Event Marketer

Miller’s Icehouse Brewery Rocks the Boat

DB_Gold_Miller_2005 Ex
Brand: MILLERCOORS
Agency: REDPEG MARKETING
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2005

Miller Brewing’s Icehouse brand hit the high seas with The Rock Boat, billed as the world’s largest floating music festival. The four-day non-stop concert took 2,500 music fans—and 30 rock bands—on a Carnival cruise ship from Miami to Cozumel, Mexico.

“It was a unique way for consumers to have access to bands,” says Mark O’Brien, Icehouse brand manager.

Icehouse hyped the excursion with 100 on-premise events over five months, offering consumers chances to win spots on the boat. In certain markets, local bands competed for a chance to play on the cruise, and the brand barnstormed the Southeast with a Rock Boat Washed Ashore Tour that featured national music acts who later performed on the ocean liner.

On board the sold-out cruise, Miller recreated the original Icehouse brewery, complete with a handcrafted wooden bar. The brewer reported 100,000 interactions at promotional events for the Rock Boat, while traffic to icehouse.com increased by 200 percent during the campaign.

Back to EventMarketer.com

SIGN UP FOR UPDATES!

Fill out the fields below to receive the latest news and special announcements from Event Marketer.

© 2018 Access Intelligence, LLC – All Rights Reserved. |