MillerCoors Distributor Convention

SITUATION: Create a unique networking and brand experience in downtown New Orleans for 3,400 conference guests. TASK: Convert two square blocks and eight bars and restaurants into 19 individual spaces where key brands from the MillerCoors portfolio can tell their brand story and guests can learn about upcoming programs for the summer selling months. ACTION: We worked with the City of New Orleans to shut down Fulton Street and each of the bars and restaurants on the street to create an indoor / outdoor space complete with a stage for Miller Lite partner, Luke Bryan. The bars and restaurants were retrofitted with graphics and materials to educate conference guests on each specific brand. We provided RFID bracelets to attendees allowing them to interact with each brand and receive important sales information. RESULT: Feedback from guests on the experience was off the charts! In the end, the RFID interactions from the evening resulted in almost 300,000 new brand recommendations.