Miller
Challenge
For their new Miller Chill beer, Miller wanted to connect with younger consumers by creating an environment that linked the energizing spirit of Miller Chill with the carefree vibe of summer months. The Northwest isn't exactly known for tropical weather, so creating an environment appropriate for the Chill campaign would take some creative thinking.
Solution
Capturing the attention of young beer drinkers isn't easy. In this case, we decided on a two-pronged approach: impress them with a Cuban-themed memorable experience, and provide enough marketing materials to remain memorable after the evening ends. Partnering with a summer-long live concert and party promotion series, we debuted Chill Mobiles that visited all of the hottest spots in town. These hot spots included bar venues where we had direct interaction with consumers, engaging them about the Miller Chill product and distributing Miller Chill collateral. The Chill Mobile was designed like a Cuban beach, complete with sand, beach chairs, and plenty of Miller Chill on hand. Extra marketing materials, including shirts and bracelets, made sure that attendees remembered their experiences the next day.
RESULT
Our partnership with Miller Chill has contributed to one of the largest beer product launches across the country:
- Top performing region during launch of Miller Chill Product
- Best product launch market
- Millions of impressions generated on road, in route, and at events
- Thousands of branded collateral items distributed, including chapstick, tattoos, sunscreen, and custom designed American Apparel t-shirts
- PR Featured Highlights:
- Gold Regional ADDY "Best Vehicle Design"
- Event Marketer EX Award "Best Vehicle Design"
Can’t remember the last time a consumer took photos of your campaign and shared them with their friends? It’s time to think differently.
