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Lager than life: how we teamed up with Spain’s beloved brew for an unforgettable summer series

Words by DICE

San Miguel and DICE have a lot of fans in common: together, we teamed up with PPL United for a series of shows that would delight them.

A beloved beer brand with a big goal

San Miguel was looking to engage with a young music-loving audience in its native Spain to bring energy and excitement back to the scene after a difficult 18 months. To execute their vision, the San Miguel team needed to partner with live music and events experts: enter DICE and PPL United.

PPL United – an underground promoter and Spanish festival organiser known for bringing the best artists from around the world to Barcelona – has worked with DICE on a number of events, and we knew they’d be perfectly positioned to help curate and produce live events in the city as part of a brand partnership with San Miguel.

San Miguel 'Secreto a Voces'

Bridging the gap between brands and promoters

DICE came up with an idea for a series of free, exclusive events featuring eight prominent artists chosen by PPL United, including Club del Rio, Oracle Sisters and Baiuca. PPL United’s region-specific insights helped the events appeal to fans in Barcelona, who San Miguel were keen to connect with. Meanwhile, DICE did what DICE does best and took care of building the events, ticketing, pricing, production and fan comms.

Juan Ramón Dodas, Field Marketing Manager at San Miguel, worked on the event series, saying of the experience:

“Going into hosting these events, DICE was a valuable partner in both the creative and technical aspects. Finding the right artists, creating the ticketing price and strategy, managing all of the media comms and fan support: it was easy to work with both DICE and PPL United as we trusted them as experts in the live events space."

Building the hype

The intimate series of secret shows at Barcelona’s best independent venues – aptly titled Secreto a Voces – were highly exclusive, with only 30 super-sought-after tickets available to fans for each performance. To create even more excitement around the events, the identities of the artists, who were a mix of up-and-coming and established artists, were kept hidden, with hints and clues peppered throughout the event descriptions.

Finding
the
right
artists,
creating
the
ticketing
price
and
strategy,
managing
all
of
the
media
comms
and
fan
support:
it
was
easy
to
work
with
both
DICE
and
PPL
United
as
we
trusted
them
as
experts
in
the
live
events
space.

Results

1min

All events sold out in under a minute

1K+

Fans joined the Waiting List

4M+

Reach across social and in-app

The sounds of summer

The events received a great amount of attention: across the artists’ social feeds and DICE’s socials and in-app activity, more than four million fans were reached, and over 1,000 fans joined the Waiting List to get tickets. Every event sold out in under a minute. Fans loved the unique experience on offer, and San Miguel was able to identify and find out more about the fans they share with DICE.

For San Miguel, the events and the data collected have been valuable in its long-term experiential strategy. “These branded experiences provided us with a great insight into our audience and there’s potential for us to explore this more in the future,” says Dodas. The team at PPL United were also supported through their first collaboration with a brand, something that could greatly expand their reach in future. The partnership was a success from every angle – that’s what DICE always delivers.

Whether you’re a brand or a promoter, get in touch to find out how we could help you reach your fans with the perfect event.

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