Miller SoundClash 2016

Finding the next superstar DJs

An action-packed program of the ultimate Las Vegas experiences


Issue

Our challenge, in the competition’s third year, was to evolve the concept into a program that not only appealed to the brand’s target audience, 18-30 year-olds, but also generated significant global brand awareness and take the competition to the next level.

 

Idea

Nine DJs and 50 VIP guests, industry execs and key influencers from across the world, were treated to an action-packed program of the ultimate Las Vegas experiences. The program included private parties, VIP access into exclusive parties and of course the best clubbing spots on the famous Strip.




Impact

The three-month competition picked up notable fan engagement with 280,000 total interactions on Miller’s global social channels and 6.5 million video views of campaign content. 
 

Related work: