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San Miguel charges £17 to take part in experiential marketing activity

Premium beer brand San Miguel this week ran an ‘experiment’ in a pop up space in London to allow consumers to find out if they valued possessions or experiences more. 

The experiment was part of the #FindYourRich campaign and will soon be hosted in Manchester and Edinburgh, costing participants £17 per ticket. 

The space hosted a bar selling a number of San Miguel variants, which would be recommended to those attending following their involvement in a number of sensory tests. People were subject to facial movement technology, as well as audio, smell and touch tests with the result of each compiled through a digital wristband and analysed to determine the individual's concept of wealth.

In addition to taking part in the experiential campaign, the ticket bought participants one drink and couple of small food plates.

“We feel we have built credibility over the last three years with our target audience through the San Miguel Rich List, building a brand to which experience matters," said Dharmesh Rana, world beer controller at Carlsberg UK. 

"With this year’s campaign, we want to help consumers Find Their Rich and through this experiment we’re using technology that can unearth what it means to them. We want to open people's eyes to an alternative richness and this experiment does just that.”

An alternative rich list will also be published for the third year as part of a campaign through ESI Media and distributed by the Evening Standard in October.

Featured by The Drum

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