Industry: Spirits/Alcohol

To recruit more male rum drinkers ages 21-24, and connect its brand to the music and entertainment scene, Bacardi this fall launched the Untameable Tour, a program that started in bars and ended at epic music destinations like Lollapalooza and TomorrowWorld—with a heavy pour of digital extensions in between. During three-hour bar takeovers across the […]

Miller took a gamble and won when it spelled its name backwards for a music campaign that was intimate, exclusive and memorable. “From a music-strategy standpoint, we started to recognize that the young adult doesn’t necessarily get impacted by us sponsoring a huge traveling circus,” says Peter Laatz, Miller’s manager of entertainment marketing. “These objectives […]

Heineken promoted its sponsorship of the UEFA Champions League, the league Final, and the opening of the Ibiza, Spain, party season by transforming an empty bay area into a custom Heineken Bay. It was the ultimate beach party around the world’s first Floating Star Bar—an approximately 1,000-square-foot star-shaped bar floating in the Mediterranean. Whenever guests […]

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 […]

Seven plasma screens, eight LCD monitors, six touch-screen kiosks, 17 computers, 26 speakers and 45 headphones? We’re just getting started, playa. The double-deck trailer has 48 hydraulic cylinders, two hinge-down decks, a hinge-down stage, swing-out walls and twin expandables that pivot as they slide for a unique look. Anheuser-Busch set out to build its newest […]