| Title | MILLER SNAP CHAT PARTIES |
| Brand | SAB MILLER |
| Product/Service | MILLER GENUINE DRAFT |
| Category |
G01. Social for Mobile |
|
Entrant Company
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
|
Advertising Agency
|
TILLSAMMANS STHLM Stockholm, SWEDEN
|
Credits
| Fredrik Svensson |
Tillsammans Sthlm |
Account Executive |
| Johan Falk |
Tillsammans Sthlm |
Strategy |
| Kristian Mirsch |
Tillsammans Sthlm |
Managing Director |
| Roland Nylin |
Tillsammans Sthlm |
Creative |
| Pelle Kimvall |
Tillsammans Sthlm |
Creative |
Creative Execution
We selected five ambassadors with big social media followings and gave them the opportunity to create the pre-party of their dreams. The only catch was that they had to invite their fans, through their social channels, to follow them on Snapchat and then air the pre-party there. Live and unedited. Each pre-party was based on the ambassadors own fantasy and wildest imagination, generating content we knew their audience would like to see.
More than 50.000 people followed the pre-parties live on Snapchat and during the campaign we reached more than 800.000 people in a country of 9 million inhabitants. The sales also followed with an increase of 30% during the campaign period.
In a market where more than 75% of all beer is sold through one distribution channel only we needed to make an American brand relevant to the Swedish consumer and get top of mind awareness. In order to do this we tapped in to the Swedish habit of pre-parties, inspiring our audience to create their own. Our goal was to gain as much earned media as possible and increase sales.