2015 was the 125th birthday of San Miguel. We were tasked with raising premium perceptions of the brand in London, specifically featuring a limited edition chalice. It was a big birthday so we felt the celebrations should be big too.
Firstly we created a bespoke chalice design with the "nickability" factor and commissioned a London artist to illustrate the concept - a unique brand timeline in a map of it's global journey, from invention to present day.
The final chalice featured in Design Week
We seeded the launch activity from a social "hub" using mainly Vine and Twitter platforms. The audience got a sneaky peek at the limited edition Chalice design, micro-content like the Bottle Cap stings, and a series of daily posts in the countdown to the London Chalice debut.
To launch we created a giant replica chalice and took it around London. Through social media, we encouraged the public to raise the glass and toast happy birthday to the brand by tweeting #SanMiguelChalice.
Doing so meant they were not only in with the chance to win prizes but every tweet received filled the giant chalice with San Miguel. We captured the pour and tweeted back to our followers.
2.11 Million consumers were moved to share San Miguel’s story. As impressions via Twitter peaked at over 2 million with 550 retweets, 615 favourites, and over 1,000 replies, our stunt day activity on social allowed us to create 514,300 further impressions.
Hit squads rewarded San Miguel drinkers at participating venues, giving them the chance to win prizes instantly with our interactive Spin to Win game.
The in bar activity was supported with proximity digital ads across London to hint at where the chalices could be found.
And location based Vine posts to help discover a pub.
Chalices proved they had the "nickability" factor we were looking to achieve.
In fact, approx. 25,000 glasses were stolen, showing up on sites like eBay with premium price tags.
