Case Study:

Miller Music Amplified

In 2018, Miller Genuine Draft partnered with the world’s leading dance music media Mixmag to launch ‘Miller Amplified’, a series of live streamed music events taking residency at Oxford Art Factory.

In September and October, Miller Genuine Draft then hosted a flagship popup series across Sydney and Melbourne utilising their signature black and gold interiors and invited patrons to experience a night of incredible music and entertainment. These events form part of Miller’s global campaign 'When Exceptional Happens’, which creates unique opportunities to experience the Miller Genuine Draft brand in an innovative way.

The Brief

Miller Genuine Draft enlisted Tropicool to put together these series of ‘When Exceptional Happens’ moments. This would include transforming iconic venues into their signature black and gold interiors, publicity campaigns, influencer outreach, guestlist management, brand partners, marketing strategies and project budgeting for both Sydney and Melbourne flagship events. The Goal was to have people come away from the event having had experienced that “When Exceptional Happens” moment.

The Impact

Together with the high online traffic from Mixmag, the RSVPs for both cities started rolling in with a total of 2800 reached…

Sydney’s event was held in the iconic old Hugo’s Lounge, now known as Flamingo Lounge, where the venue was transformed into the Miller Genuine Draft’s iconic gold and black theming. Consumer’s were greeted at the entrance with a spectacular stairwell lit up in gold, accompanied by a prestigious long black carpet for the VIPs. Music throughout the night was curated by Australia’s top selectors - Young Franco, KLP, The Aston Shuffle and LO’99, all streamed live and exclusively through Mixmag’s Facebook and YouTube channels (over 1 million likes / subscribers to each platform).

For the media wall, we created a bespoke 3D Miller sign and the brand’s colour theme was supported by all staff working at the event who wore black with gold bow ties. Catering was designed by award winning chef Simmone Logue and guests enjoyed the novelty gold donuts, gold glitter and popcorn. These additional touches saw increased consumer interaction with the brand and each activation station. Elsewhere, Nana Judy hosted a fashion show on the gold stairwell culminating in a confetti moment to bring the night to a spectacular finale.

Melbourne’s flagship event took to the newly renovated Baroq House, with the entrance located down a cool laneway in the CBD. The venue was transformed throughout with black and gold theming and guests were treated to complimentary canapés and Miller Genuine Draft on arrival. VIP guests were gifted limited edition Miller Genuine Draft x Nana Judy bomber jackets.

DJ sets from Benson, Luke Million, Total Giovanni and Andras provided the soundtrack for the Mixmag live streams, and even Adam Hyde (one half of Peking Duk) jumped up on the decks, creating a truly unforgettable night!