Heineken: San Miguel ‘Hidden Depths’
by Jonathan Emmins
Amplify was challenged to engage with a key section of San Miguel's target audience - namely urban 25-35 males - providing them with the social currency they crave. The result was the 'Hidden Depths' event concept, aiming to provide a rare insight into the inspirations behind some of the UK's most intriguing artists, including Chromeo, Secret Sundaze, Wall of Sound and It's Pop! It's Art.
Promotion was focused on discovery, as people found about the events from featured artists, tip-offs from online influencers and a digital media campaign, which also provided exclusive mixes and content from the artists.
With the events intentionally intimate a strong amplification campaign helped generate noise above and beyond the experience. Through pre-promotion, online and PR, the reach was extended to over 133 million Opportunities To See. More importantly independent research showed that each attendee told on average another 11 people about their positive experience, equating to 704,000 shiny peer-to-peer endorsements.
Following the success of the campaign it is now used as an example of future-proofing a brand and best practice within the S&N business.
