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MILLER SOUND CLASH

THE IDEA

The Louder team helped organize the global project of the Miller brand known as Sound Clash, which was an international DJ competition hosted in Russia in 2017. The team was tasked with adapting the conditions of a global competition to a Russian audience, developing effective mechanisms for social networks, and providing PR support to the relevant media channels.

The Louder team proposed conducting a national-level competition in three stages, which allowed the involvement of a large number of participants. Altogether, more than 1,000 DJs took part in the competition. The initial platform chosen to start the selection process was the online portal PromoDJ.RU, which is one of the most authoritative and highly visited resources frequented by fans of electronic music and professional DJs. A unique page design conveying the energy and drive of competing DJs was created for the project. The total number of users within the scope of the special project reached 163,500.

In July, the five finalists of the project were sent to the largest Russian festival of electronic music and technology to play on the Miller Alcohol Free stage. There, they battled it out to prove who was most worthy of making the finale of the global Sound Clash competition and getting in to the "party of the year" thrown by DJ MAG in Las Vegas. The winner was chosen by a vote involving users in the Miller Alcohol Free brand community.

Throughout all stages of the competition, the project was supported by opinion leaders and popular DJs such as Matvey Lavrinenko, Alex Mironov, Matvey Osipov and DJ MOS, the previous winner of the Sound Clash competition. The project was also supported by more than 60 online publications about music, and the competition finale was covered by the Russian channel TNT Music. Journalists from this channel accompanied the winner of the Russian stage on the trip to Las Vegas. Active support of the project, the loyal attitude of the music media leaders, and the involvement of authoritative opinion shapers enabled us to achieve the best results possible and to more comprehensively present the global project to the Russian audience.

Info

Client
Miller

Branch
Digital

Category
Dark market

CONTACT

Akhmetova Elizaveta

Akhmetova Elizaveta
Digital Group Head

E-Mail: e.akhmetova@louder.ru