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Hidden depths campaign presented a series of exclusive events by San Miguel to showcase contemporary artists from the world of music, art and film.
Our brief was to create an exciting and original online destination within this fully integrated marketing campaign to deliver the core brand messages of San Miguel and the hidden depths campaign. The sites main features were a competition facility to win VIP tickets to attend each of the real world events, detailed information on each of the participating artists and a facility to download original material produced at each event.
A major key to the success of the site was the way in which the visitor's attention was drawn towards the major 'get tickets' competition. The competition was executed by use of a simple form enabling us to capture names and email addresses and continue communication beyond the site and throughout the duration of the campaign. The page layout was structured to include a main central focus point for artist information and news stories framed by the ever present 'get tickets' call to action and four main promotional spots for new site content positioned clearly across the bottom of each page
Visitors were left in no doubt that this was an exciting exclusive destination, the site art direction was set to evoke intrigue and curiosity and an urge to delve further into the site.
The campaign has a rich marketing strategy both above the line and on-line. Visitors were brought to the site through the campaigns MySpace page, Facebook groups and various viral marketing approaches.
Information on each artist and news stories regarding the campaign were slowly dripped into the site and promoted using a newsletter marketing campaign. Holding back information on the support artists at each event, providing 'teaser' news stories released overtime encourages repeat visits and maintains visitor's interest.
The site also houses special content after each event, a gallery of photographs, video interviews with the artists, and specially selected audio tracks.