Miller’s Icehouse Brewery Rocks the Boat
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.