This is a good example of how to create a unique sponsorship experience, it can be difficult to achieve penetration and stand out in the realms of music sponsorship and thus you have to constantly look to find new ways of delivering the sponsorship to the consumer. San Miguels Hidden depths is a great example of adding value to the sponsorship.  I look forward to seeing more from Brando and Amplify on this  over the next  few months.

The concept and campaign, focused around young urban people who like to discover new things and look beyond the obvious, has been created and developed by Amplify San Miguel Hidden Depths aims to challenge consumers to look that little bit deeper as they are given a rare insight into the musical and visual inspirations of some of the UK’s most intriguing artists

This year, the series will consist of five one-off events held in London and Manchester from June until September 2008.

Each unique event will be curated by a different guest host from the worlds of music and multi-media.

PR agency Brando will be working alongside Amplify to implement a 360degree campaign, with the primary aim to increase the number of San Miguel adorers.

Brando’s carefully targeted print, broadcast and online campaign will start immediately to support the first San Miguel Hidden Depths event, hosted by Wall of Sound’s visionary founder Mark Jones on 26 June at the Soho Revue Bar.

The campaign will include talent publicity, establishing links with on-brand third parties and promoting the events through secret teaser DJ sessions, media relations and by offering money-can’t-buy experiences to press and consumers The launch night will be closely followed by four more events in London and Manchester, each curated in turn by The Glimmers, Secret Sundaze, Chromeo and It’s Pop It’s Art.

The hosts will be briefed to invite their own friends, inspirations and label talent to perform – with the full line-up not being revealed until the night itself to stimulate word of mouth.

San Miguel Brand Manager Elena Iborra said: “Aimed at people who like to look a little bit further, San Miguel Hidden Depths is a series of unique collaborations between San Miguel and the guests invited to curate.

“By creating unique partnerships with the artists, we can gain their direct endorsement for Hidden Depths, which acts as a powerful communication tool.

“Social currency is key for this audience, so the marketing campaign aims to get consumers to spread the word on San Miguel’s behalf”.

Amplify will be developing and managing a social media campaign involving online seeding and word-of-mouth, ensuring that the endorsement for the brand and the Hidden Depths property comes from the target consumers’ trusted sources such as blog sites.

To activate and support the campaign, Amplify is building a Hidden Depths community with a CRM-programme being implemented throughout and beyond.

Consumers will be sent content to include podcasts, vodcasts and newsletters as well as e-alerts that direct them back to an online hub, created by digital communications agency Glass.

The site URL will act as a home for the events as well as providing a channel through which to give consumers access to rich content from video interviews and footage and photos from the night, to exclusive mixes and downloadable tracks.

To further engage the right audience and give an additional dimension to the campaign, an illustration competition will be run throughout with support from a media partnership.

Jonathan Emmins, managing partner of Amplify, commented: “Without doubt San Miguel is known as the definitive Spanish lager.

“Going into its second year, the Hidden Depths concept is further building true emotional connections with young urban people, completely along the lines of what San Miguel stands for: ‘refreshing with a depth of flavour’.

“The campaign feels authentic as the brand is behaving like a promoter, speaking to young urban people in their own language and pioneering the use of untraditional media they consume day in day out”.

Amplify is an experiential agency with a focus on creating an emotional connection between consumers and a brand product or service.

The Amplify aim is to creatively facilitate a desired experience, telling a compelling story or truth about the brand, while understanding the cultural context and impact of the action.

Oh, and we’re mighty fine at the logistics and project management of any big idea with campaigns, such as what we have already done for Virgin Media, Scottish and Newcastle and Christian Aid among others.

Amplify was founded by Jonathan Emmins and Anton Mercier in 2007.