Miller Brands UK are continuing to invest in an ATL campaign for The Mill, the live music experience brought to audiences by Miller Genuine Draft, and the latest activity goes live from June 19 to July 16.
The brand will be showcasing The Mill activity across cinemas in key cities throughout Scotland. The advert takes the form of a ‘rockumentary’ showing how The Mill takes a genuinely different approach from other live music venues and showcases The Mill from start to finish, including sound checks, footage from a live gig and the wrapping up of the show. It brings the atmosphere of The Mill to the cinema going audience who will not only see The Mill live on screen but who will then be able to download live tracks from The Mill via Bluetooth enabled technology in the foyers before and after the film.
The experience does not end there! Anyone travelling by underground in Glasgow will find The Mill very difficult to miss as Miller Genuine Draft will be taking over Buchanan Street station – completely. All poster sites will be owned by The Mill from 29 June to 13 July on escalators, cross tracks and on the station platform itself. There will even be a stage where consumers can see The Mill rockumentary.
Richard Myers, Brand Manager for Miller Genuine Draft, said, “Cinema screens offer the perfect way to convey the fantastic atmosphere created at every Mill event, illustrating the commitment of the bands and the team that helps to make The Mill happen. Activity in Buchanan Street station combined with trade and outlet activity means we can share The Mill with a wider audience this summer.”
The Mill runs every Thursday alternately in Edinburgh at Cabaret Voltaire, 36 Blair Street, EH1 1NS and Glasgow at the Oran Mor, 731-735 Great Western Road, G12 8QX. The Mill showcases the best in emerging live music, with tickets obtained free of charge from the supporting website – www.themill-live.com – where fans can also download music and live show videos.
-ENDS-
For further information, imagery and interviews, please contact:
Sophie Knight
Leisure PR and Communications Ltd
Tel: 07912 085136
email: sophieknight@leisurepr.co.uk
Notes to Editors:
About Miller Brands UK
Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk.