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As Miller Genuine Draft’s global digital agency, we are responsible for building the brand globally through digital channels and to position Miller as the world’s most desired global night life partner and not just a global lager brand.

Our research revealed our audiences love electronic dance music and so it was this world that Miller needed to credibly own. To drive engagement with beer and dance music lovers all over the world, we took a global approach to challenging the might of Heineken, Budweiser and Corona.

First, we strategically partnered with DJ Mag to give us credibility and authenticity when engaging with dance music enthusiasts. It enabled us to leverage content on a global scale and penetrate key markets like Latin America and Africa. Secondly, we partnered with Mixcloud, the world’s biggest online DJ platform for dance music lovers and upcoming DJ professionals. This put the MGD brand at the heart of their daily lives where the consumer is constantly listening, streaming and uploading music.