Recently debuting in London, the San Miguel Experience sees the Madrid-based beer brand aim to expand on its experiential "rich list" campaign, which collects together inspired individuals who are "rich in life experience."
The San Miguel Experience is an activation extending from the brand's larger 'life rich' campaign concept, in which they aim to inspire consumers by gathering innovative, "life rich" individuals and activities in one space for an evening.
The San Miguel Experience was hosted in a stunning cathedral venue as a nod to the brand's namesake, while the evening also included various activities for guests to partake in, such as a virtual reality experience. The San Miguel Experience was hosted in London between July 19 and 21, 2017.
Meaning-Making Beer Pop-Ups
The San Miguel Experience Sees the Beer Brand Looking to Inspire
Trend Themes
1. Pop-up Experiential Events - Brands can create pop-up events that offer immersive and unique experiences to engage with consumers beyond traditional advertising methods.
2. Lifestyle Branding - Brands can create a distinctive lifestyle brand by building a community around shared values and experiences, inspiring consumers to lead a more vibrant and enriched life.
3. Virtual Reality Experience - Brands can utilize virtual reality technology to create interactive experiences that engage and connect with consumers, driving brand awareness, and creating lasting impressions.
Industry Implications
1. Alcohol and Beverage - The alcohol and beverage industry can create unique and engaging experiences for consumers through pop-up events that offer immersive and enriching experiences, strengthening brand loyalty.
2. Hospitality and Events - The hospitality and events industry can elevate brand experiences by incorporating immersive activities and virtual reality technology to create engaging and memorable experiences for guests.
3. Marketing and Advertising - The marketing and advertising industry can create innovative and experiential campaigns that connect with consumers on a deeper level, building brand loyalty and a strong brand community.