Fly San Miguel
MSL UK
Client: San Miguel
Research showed that while Brits thrive on routine, over 60% wish they could be more spontaneous, and half say they’d be happier embracing a Spanish-style approach to life. To refresh San Miguel’s image with UK beer lovers between 25-39 and help them tap into their Spanish sense of spontaneity, we created Fly San Miguel.
An Ibiza-themed experience in partnership with Mixmag, our event (attended by over 500 consumers) offered guests the chance to fly straight from the party to Ibiza for the weekend, enjoying the island with a cold San Miguel in hand. Held at East London’s Number 90 in Hackney Wick, the night featured sets from top DJs Eats Everything and Storm Mollison, with 360° projections and soundscapes creating an immersive experience.
The event delivered editorial coverage in the Daily Star, Mirror and Express, social buzz, and positioned San Miguel as the gateway to a spontaneous Spanish Summer. 7M+ social reach 171M+ editorial reach +29% Increase in on-trade sales during campaign & event 11%+ increase in IG following @sanmiguel_uk in a month 100% positive sentiment and high saliency This wasn’t just a one-off event. Fly San Miguel was a cultural moment.