What did the campaign involve?
A series of five one-off events titled Hidden Depths, held in London and Manchester. Developed by experiential agency Amplify on behalf of San Miguel, each was curated by different guest hosts from the world of music and multi-media.

The first Hidden Depths event took place on 26 June at London's Soho Revue Bar and was hosted by Wall of Sound's founder Mark Jones. This was closely followed by events involving Belgium-based DJ/producer/remix duo The Glimmers, club night Secret Sundaze and electro-funk band Chromeo. The campaign culminated with an event on 18 September at London's Amersham Arms, curated by It's Pop It's Art, a collaboration between design studio Airside and EMI records.

Each of the hosts was briefed to invite their own friends, inspirations and label talent to perform, with the full line-up not revealed until the night itself to stimulate word-of-mouth interest. Special guests included Sam Sparro, Grandmaster Flash, DJ Pierre, Trevor Jackson and Marc Almond.

What were its objectives?
To reach out and engage 25 to 35 year-old urban males by encouraging them to 'look that little bit deeper'. The campaign also aimed to increase the number of San Miguel drinkers.

How many individuals did it reach?
The events were designed to reach 5,000 people. However, pre-promotion, online and PR activity extended the reach to more than four million target consumers.

Was it part of a broader marketing campaign?
To activate and support the campaign Amplify developed an online hub, www.sanmiguel.co.uk, which acted as a home for the events and provided a channel through which consumers could gain access to content. This ranged from video interviews, footage and photos from the nights to exclusive mixes and downloadable tracks. Consumers were also sent content including podcasts, vodcasts and newsletters, as well as e-alerts directing them back to the website.

How has the success of the campaign been evaluated?
Qualitative and quantative data was collated from people who attended, while further research was gathered from those who engaged online.

Contact: Amplify, www.weareamplify.com, (020) 7382 6200.