MILLER

CHALLENGE

Generate viral impact around the arrival of Miller beer in Argentina, as part of a rollout that would culminate in an exclusive event.

SOLUTION

We created a “FAKE NEWS FRIENDLY” campaign to spread the word that something resembling gold had been found in Buenos Aires. Headlines like “Workers discover gold during construction at a Buenos Aires hotel” began appearing across different portals and platforms, generating immediate virality.

The mystery was revealed at an epic “Demolition Party,” where the treasure was uncovered: The best GOLDEN is in ARGENTINA.