SOLUTION:We focused on reaching opinion leaders in the target audience and created ‘The Mill’.

The Experience: ‘The Mill’ was a series of unique, free music gigs, take-overs of venues in Edinburgh and Glasgow, showcasing emerging Scottish bands.Media: The events and the music were promoted to people close to the music scene, online, through Bluetooth and QR codes on posters in key locations. There were also underground takeovers and cinema ads.

Music: Downloads of music were available days after the gigs.Trade: Packaging and on-trade promotions were specially created.

SUCCESS:121 new bands gigged every year, up to 450 mobile tickets distributed every week, 380 tracks recorded and distributed, 500,000 emails every month, 2.5 million online impressions.