Miller Lite Kickoff Parties

Client/BrandMiller Brewing Company Co.'s Miller LiteLead AgencyGMR MarketingTime Frame 2005ObjectivesUtilize Miller's National Football League team alliances to reinforce the brand positioning that Miller brings more to the beer experience than the competition.Develop localized events to tap into the passion of NFL fans and add to the anticipation of the 2005 NFL season opener. Specific event objectives include: Consumer impact: Reach the target demographic by giving them a unique experience not offered by the competition.Media exposure: Strengthen the association between Miller Lite and the local NFL team in the minds of consumers.Key retailer hospitality: Enhance key retailer relationships with an engaging entertainment/hospitality platform. Target AudiencePrimary: Males ages 21 to 34 in Baltimore, Charlotte, Chicago and Tampa.Secondary: Key retailers.StrategyMiller Lite Kickoff parties were developed around the insight that Miller's target consumer could be best reached by combining two passion points: music and their favorite NFL team. Consumers were initially engaged through a variety of targeted media channels including television, radio, text messaging, e-mail blasts, in-stadium video board spots and retail promotions. Through this media mix, target consumers were encouraged to interact with and experience the Miller Lite brand by participating in NFL Kickoff Parties. Upon attending the event, attendees were exposed to an all-access experience including:live music by national and regional acts.meet-and-greet appearances by star players, coaches, cheerleaders and former players.visits by media personalities and Miller Lite models.entertainment by live DJs.dual-branded promotional items (Miller Lite and the NFL team).opportunity to win premier prizes such as season tickets and autographed merchandise.complimentary food and Miller Lite.Key retailers were personally invited to the Kickoff Parties, reinforcing the value that Miller sees in each individual relationship. Upon attending the event, retailers were treated to a similar all-access experience, but on a more personal level: private meet-and-greets with players and coaches.personal photo opportunities with cheerleaders and former players.VIP section seating.Important FactorsThe Miller Lite Kickoff parties were unique in the fact that they gave the brand an opportunity to provide a memorable experience to its target demographic and entertain key customers all in one event. All events were held in select markets relevant to Miller's target demographic and ranged from intimate, indoor music venues to large, outdoor "hot-spots." ResultsThe event directly touched approximately 13,000 consumers, who were provided with "inside access" that most fans would never experience. At a time of heightened passion and anticipation for the season ahead, Miller helped consumers get more from their beer experience. In delivering against Miller's objective to strengthen consumers' association of Miller and the local NFL team, millions of media impressions were generated via more than 25 media outlets. Miller Lite Kickoff Parties gained media exposure through television, text messaging, radio, in-stadium video board spots, print, live remotes, web, e-mail blasts and retail promotions.In delivering against Miller's other objective, Kickoff Party events attracted more than 300 key retailers. The personal relationships established through these events allowed Miller to establish season-long features and specials in key retail accounts.

Miller Lite Kickoff Parties

P2PI MEMBERS

JOIN P2PI

Related Topics

Business Topic

Company

Market Segment