SAN MIGUEL
FLY SAN MIGUEL
For those craving more than just the 9-5...
MSL UK and San Miguel dared Brits to say sí to spontaneity, delivering an unforgettable brand experience that blurred the line between night out and bucket list.
Ready for take-off?
THE CHALLENGE
San Miguel wanted to reintroduce itself to lager drinkers in the UK – restless individuals stuck in the 9–5 grind but craving more spontaneity in life. With over half of UK adults expressing a desire for a more relaxed, Spanish-style lifestyle, the campaign sought to position San Miguel as the ultimate gateway to that carefree, sun-soaked mindset. The objective: reignite admiration and preference for San Miguel as the world’s number one Spanish beer.
APPROACH / EXECUTION
We created Fly San Miguel, an unforgettable, one-night-only event that merged music, travel, and spontaneity. Hosted at Number 90 in Hackney Wick, the event surprised attendees with a live Ibiza-style party and a once-in-a-lifetime twist: randomly selected guests were whisked from the dancefloor to an actual flight to Ibiza for a whirlwind weekend adventure.
The immersive experience featured DJ sets curated by Mixmag, a fully branded check-in and departure zone, and Ibiza-inspired décor including a custom air bridge tunnel. Winners were handed San Miguel-branded suitcases before being jetted off for tapas, boat parties, DJ workshops, and club nights – all with a cold San Miguel in hand.
A full-funnel PR and media campaign ensured buzz across social, editorial, and paid media channels, creating massive FOMO and engagement.
THE RESULTS
The campaign attracted over 500 attendees with an average age of 32, with tickets oversubscribed by an impressive 245%. It drove a 29% increase in on-trade sales, a 98% surge in visits to the @sanmiguel_uk profile, and a 100% uplift in social media engagement. The campaign achieved 5 million impressions on Instagram and 182 million total impressions, alongside 40 pieces of earned media coverage reaching 171 million. Organic momentum was strong, with 80+ talent-driven social posts reaching 7 million people and an 11% growth in followers within just one month.
500+
attendees
40
quality articles
29%
increase in on-trade sales
98%
surge in visits to San Miguel's Instagram
182M
total impressions
245%
tickets registered vs. capacity
