“Already our ‘Miller Rock The Boat' Facebook Fan page is humming with people asking ‘When can we start booking rooms?' and ‘Please tell us when the next one is? I can't wait!!!!!' The event was an unbridled success from both a guest and a brand perspective, and we're currently negotiating with brands who are very excited about being a part of the 2010 experience,” said Spero Patricios, MD of Launch Factory Experiential.
“Miller Rock the Boat” is a Launch Factory Experiential-owned branded property that is essentially a cruise experience that offers a branded platform for marketers to engage the 18 to 35-year-old market. For brands, the opportunities include above the line, below the line, social media networks, product sampling, sponsorship, tactile branding, experiential and direct marketing. For participants, the event is a peak experience that offers community, status, fun, leisure, luxury and the opportunity to have the party of a lifetime in a safe, contained environment.
“It is not an experience, it's the experience. We wanted to create a social event that was so significant that it would be one of the most talked about experiences in South Africa,” said Patricios.
Three months after the event, the “Miller Rock The Boat” Facebook Fan page is still a hive of activity with people reminiscing, reaching out to connect to other people for a shared experience and to trade memories and relive the experience.
An experiential cruise specifically designed for 18 to 35-year-olds, “Miller Rock The Boat” took place on the Sinfonia luxury cruise ship at the beginning of December 2009. Just over 2000 people took part in the experience, which included music, entertainment, games, stand-up comedy and a range of other fun attractions. Bands included The Parlotones; Flash Republic and 340ML while there were also six of South Africa's most popular DJs: DJ Fresh; Euphonik; Erica Elle; DJ Milkshake; Shaun Duvet & Ricky H. The onboard comedy festival featured some of SA's most popular comedians. A movie festival (with at least two premieres) was staged by NuMetro Cinemas. Other attractions included gaming, a wide variety of sports activities, competitions, the swimming pools, jacuzzis, an onboard gym, a casino, beauty spa, and duty free shopping.
