Miller Music Tour

What We Did

To increase Miller Genuine Draft’s global brand awareness and establish exciting brand imagery with young adults, The Hive created a unique consumer property that became the ultimate VIP club and concert tour experience.

The program provided consumers with the chance to tour 3 U.S. cities in 5 days on the Miller Private Jet with VIP access to the hottest clubs and concerts the U.S. had to offer. The Hive was responsible for both the concept and the execution of the experience; from the travel details, to the point-of-sale and print materials, the TV spots and even the media press kits.

In 2011, The Hive ran the program for the tenth time and MMTX was our biggest challenge and our biggest success yet.

Why We Did It

In 1999 Miller Genuine Draft was identified as Miller’s global flagship brand. At the time, brand positioning became a key focus as MGD aimed for international credibility among young adults and so they needed a compelling and aspirational program that would appeal to this target. Music made sense because it had young adult relevance. Travel also made sense because it rang true to Miller’s idea of the urban playground. We put them together to give the Miller Music Tour a sense of scale that made a strong image statement: Miller Genuine Draft gives you access to remarkable international music experiences.

What's Happened

The Miller Music Tour helped build Miller Genuine Draft’s volume and share dramatically around the world as it became the world’s most international and longest-standing beer promotion. Throughout the course of the program, The Hive’s world class event execution abilities shone through. 44 countries participated in the program, with The Hive team in full contact with each and every participant regarding all details including flights, visas and ground transportation. 30 bands, singers, and DJs including Santana, James Brown, Black Eyed Peas, Paul Oakenfeld, Snoop Dogg and Bo Diddley entertained. And the program even made an appearance at the MTV movie awards, which included performances by Mariah Carey, Eminem and Foo Fighters.