The show, which took place in mid-May, marked the end of a campaign devised by the brand's marketing partner, RAPT Creative, to build a credible relationship with Boiler Room's loyal following.
"Music fans are extremely passionate people, especially when it comes to the events they attend, it's almost how they define themselves and with what they identify, and — when Boiler Room events happen — they are there," says RAPT Creative account manager, Mpumelelo Mazibuko.
Mazibuko adds, "If we could connect them with Miller Genuine Draft within the Boiler Room experience, we knew they’d respond positively and associate the brand with the ultimate consumer experience."
The agency says that the campaign offered DJs a chance to win the gig of a lifetime, opening the dance floor in the Boiler Room, through an online competition, and used Miller's social media channels to give Techno and House fans the power to select the three DJs that would compete at the live showdown event — at which the winner was chosen.
In addition to devising the concept, developing the campaign and the competition mechanics, RAPT Creative produced all the collateral for the on-the-ground activations at both the showdown event and the Boiler Room event where the winner played their set.
According to the brand manager, Khotso Mpakanyane the creative treatment was critical to ensuring the participants identified Miller as the key partner of the Boiler Room events.
"We needed a Boiler Room event that was 'Millerised' and ownable — that ensured previous event partners faded into distant memory and Miller emerged tope-of-mind," Mpakanyane says.
"The black and gold assets created by the RAPT team were visually arresting, and harnessed cymatics to bring the Boiler Room music to life. Dramatic and mesmerising, this creative cut through the digital clutter and worked as a golden thread throughout our communications, at the events and to amplify the live stream," concludes Mpakanyane.
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