After a dramatic brand relaunch in Canada, and reconnecting with its global roots to EDM (Electronic Dance Music) Miller Genuine Draft was looking to solidify their connection to the scene. With the launch of their global DJ competition – SoundClash – in Canada, MGD was hoping to create more awareness with the DJ community and strengthen their place as the premium beer for nightlife.

Our focus was on creating content that not only promoted the brand but felt authentic to a community that would quickly shy away from overly commercial or branded efforts. Our challenge was doubled with the strict guidelines and restrictions around marketing alcohol.

We worked closely with MGD partners (INK Entertainment and EDM Canada) to develop engaging content both leading up to the event and on-site activations. We featured DJ submissions across our channels in an effort to shine a spotlight on up-and-comers and generate competition within their community.  We also engaged with influencers in the scene to add authenticity to the competition. We also chronicled the competition by serving up a ton of real-time content and profiles of the winners.

With a simple straightforward approach of including the community and supporting the scene with rich, engaging and authentic content we were able to make 2015’s SoundClash a huge success.

Results:

on 18/09/2015