Miller launches live music experience

Friday, 22 August 2008

Miller Genuine Draft has launched a live music venture designed to showcase emerging music talent in Scotland.

It has struck a deal with music venues run by The Mill in Edinburgh and Glasgow and will be hosting a weekly event featuring emerging artists. The beer producer says the concept will offer marketing and promotional opportunities across the on and off trade, in addition to a consumer targeted above the line campaign and online activity.

Off trade activity will include providing stores with point of sale material including pallet wraps, free standing display units and hanging boards. From October to the end of December, stores will also be provided with a free prize draw where customers can win a Denon music system.

As part of the on trade activity, tickets to the music events will be sold in bars in Edinburgh and Glasgow that Miller Genuine Draft says it has identified as "genuinely different". Ten bars will also feature free downloads via bluetooth enabled pods. A limited number of last chance tickets will also be available in selected bars in each city.

Richard Ingram, marketing manager at Miller Brands UK, said: "An important part of the planning activity was making sure that we would drive traffic into stockists of Miller Genuine Draft, which is why we'll be rotating the bars that will have the bluetooth pods to download the sessions, offer the last chance tickets, [and we will] give away loaded iPods as well as producing bar guides online."