Miller Beer have a live music brand called The Mill Live, The Mill Live is a dedicated
music experience that encompasses a dedicated website and gig guide that promotes
new unsigned Scottish Bands into the Scottish Music Scene through a wide range of
Mill Live music venues across Scotland.
Miller wanted to expand the Mill Live brand into the retail and shopping environment
in a number of retail stores that included Tesco’s top 20 Scottish stores and promote
the Mill Live brand to a wider demographic in the retail shopping environment. To
do this they wanted to make some of the music freely available to Tesco customers
that wanted it.
The campaign was to coincide with their existing Mill Live marketing
and needed to be available to shoppers at all 20 stores simultaneously from the campaign
launch date for a three week period. Miller also wanted to ensure that they only
made the rich content freely available to shoppers who were over 18 and only on an
opt in basis.
In achieving this requirement, Fantastic Media was presented with a number of challenges.
Firstly to ensure that the Mill Live campaign started and finished on time in all
20 Scottish stores stretching the length and breadth of Scotland simultaneously,
and also to ensure that the free content was only made available to shoppers over
the age of 18, and only after opting in to receiving it. To do this Fantastic Media
delivered and installed 20 BlueBroadcaster I-sender units that included our new java
opt in server software into all 20 Tesco stores from Ayr to Inverness.
Fantastic also had to ensure 20 iSender units had internet access through our own
network and ensured that all 20 stores Bluetooth Marketing campaigns were available
to manage online through the new BlueBroadcaster web interface. Fantastic Media also
created a branded Mill Live java application that once presented required Tesco shoppers
to confirm that they were over 18 years of age before being presented with the option
to accept or decline the free music download.
The combination of the iSender units and the java application ensured that the Mill
Live Bluetooth marketing requirements were presented to the customer in exactly the
way they required. After the customer confirmed that they were over 18, the Mill
Live application then presented them with an option to receive a free music download
from a new up and coming Scottish band that they could either choose to accept or
decline, if accepted, the BlueBroadcaster java application then sent the shopper
the free music content to their mobile.
Over the three week period the BlueBroadcaster campaign presented the option to accept
the Mill Live content to over 172,000 mobiles. From those presentations, over 80,000
branded Mill Live java applications were sent and seen by Tesco shoppers and from
those over 14,000 free music downloads were delivered.
This measured over a 17.5%
acceptance rate. This acceptance rate not only presented a verifiable success measure
that is unavailable in any other advertising media, it also presented a rich media
download and higher success rate than any press, radio, or television exposure could
achieve combined. Not only that but it also presented the Tesco customers with a
branded Mill Live application that they could choose to keep and interact with permanently
giving the Mill Live the opportunity to maintain a permanent relationship with their
new customers.
