MillerCoors Archives - Event Marketer
Miller Offers Exclusive Concerts Via the Rellim Tour
Miller took a gamble and won when it spelled its name backwards for a music campaign that was intimate, exclusive and memorable. “From a music-strategy standpoint, we started to recognize that the young adult doesn’t necessarily get impacted by us sponsoring a huge traveling circus,” says Peter Laatz, Miller’s manager of entertainment marketing. “These objectives...
Miller’s Icehouse Brewery Rocks the Boat
Miller Brewing’s Icehouse brand hit the high seas with The Rock Boat, billed as the world’s largest floating music festival. The four-day non-stop concert took 2,500 music fans—and 30 rock bands—on a Carnival cruise ship from Miami to Cozumel, Mexico. “It was a unique way for consumers to have access to bands,” says Mark O’Brien,...
Miller Lite Program Sends Interns Across the Country
To leverage its partnership with the movie “The Internship” and raise awareness and consideration among men ages 21 to 34, Miller Lite created the Miller Time Internship, a promotion that turned a group of buddies into Miller Lite interns and sent them across the country—two weeks, four friends, 3,884 miles of true Miller Time. Miller...
Miller Captures the EDM Scene with RFID Wristbands
Miller Genuine Draft went to Panama to bring a taste of its brand to ValleBash, the electronic dance music festival held every year in the mountains for an exclusive, invite-only crew of Facebook influencers. For the brand, this was the ideal environment to leverage its EDM associations, while grabbing an opportunity to be associated with...