Seven brands on experiential: San Miguel

Experiential allows us to create opportunities for consumers to share experiences online, says Dharmesh Rana, senior brand manager, San Miguel at Carlsberg Group.

  • San Miguel ‘Rich List’: 20 individuals and collectives that are rich in life experiences.

    San Miguel ‘Rich List’: 20 individuals and collectives that are rich in life experiences.

  • San Miguel ‘Rich List’: experiential launch event at Somerset House

    San Miguel ‘Rich List’: experiential launch event at Somerset House

  • San Miguel ‘Rich List’: experiential launch event at Somerset House

    San Miguel ‘Rich List’: experiential launch event at Somerset House

  • San Miguel ‘Rich List’: experiential launch event at Somerset House

    San Miguel ‘Rich List’: experiential launch event at Somerset House

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"Through experiential, we want to drive deeper engagement with our consumers, giving them an experience to enrich their own lives.

"Last November, when launching the San Miguel 'Rich List', we looked at the beautifully shot films we had created, the premium partnerships activated and the incredible stories we had told of truly inspirational individuals. But as an experience brand, we wanted to progress and give our target audience something tangible to enjoy and share.  

"Year one of the ‘Rich List’ campaign was always strategically activated to inspire people to have experiences, while this year we wanted to not only inspire but also showcase experiences. And alongside the San Miguel ‘Picturehouse Pop-Up’, we have further experiential announcements scheduled for 2017, which we hope, support the brand’s philosophy.

"The challenge we see across all marketing disciplines is competing with mobile, tablets and all other screens – the lack of time we get to engage customers is difficult in 2017. Experiential enables us to try and work in tandem with the mobile device, giving us more dwell time, with the added benefit of creating opportunities for consumers to share our experiences online with friends on social platforms.

"Additionally, as a beer brand, they enable us to situate product at the heart of what we do. After all, tasting a perfectly chilled San Miguel with friends is an experience in the simplest but most valued form.

"With all activations, the key is standing out from the crowd and giving something to consumers, which truly benefits them, especially in the busy beer sector. 

"We analyse a lot of our data and look at ways to drive more meaning and difference between other brands in the sector. Experiential is so important as a tangible way to give more meaning to our brand for consumers. For campaigns, experiential brings more face time (and not the Apple version) with consumers away from screens, driving deeper engagement opportunities. This face time gives you the opportunity to offer an audience the chance to try something new and hopefully tell their friends about it. After all word of mouth is still the most credible marketing tool."

View the full Brand Experience Report 2017 here, plus the top 45 agencies list

As part of the report, we also spoke to brand managers from LGJamesonLululemonTime OutVolvo and The Economist on their experiential strategies.

More: This year's Brand Experience Report also includes Brand Experience Report 2017 – Top 13 stats and an overview of the report on The age of integration, plus a Stats overview.

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