Miller Lite Charters a Private 'Taste Express' Train - Event Marketer

Miller Lite Charters a Private ‘Taste Express’ Train

DB_Miller_2007 Ex
Brand: MILLER
Agency: GMR MARKETING LIVE NATION
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2007

With their grassroots feel, Miller Lite’s “Save the Taste” ads were ripe for a live event translation. The brand delivered with a proprietary music property unlike any other. Miller chartered a private train, called it the Miller Lite Taste Express, and hired recording artist Gavin DeGraw to get on board and travel across the country.

The vehicle, which began its journey in Los Angeles, was a full-on passenger train (complete with a dining car and lounge car) pulled by Amtrak.

DeGraw played private acoustic shows aboard the train as well as Miller Lite-sponsored club dates in the 11 cities where the train stopped, all of which were sold out. (For the on-board acoustic concerts, a national sweeps earlier in the year had given consumers a chance to win a ride on the train for one leg of the trip. Distributors and retailer VIPs were also invited.) Miller also leveraged with behind-the-scenes footage on its web site, where consumers could track the Taste Revolution online, watch daily video updates from the tracks and read daily blogs by DeGraw.

The train traveled all the way to the East Coast (Philadelphia and Washington, DC), before circling back to Milwaukee for the wrap-up concert in early June.

Local and national promotions around the initiative lasted from March to May, encouraging thousands to get involved in the Taste Revolution. Those who “joined” and attended the custom-sponsored events were treated to a limited number of complimentary Miller Lites (where legal, of course). Price specials were also offered at on-premise promotions and club events to further reward attendees for choosing to Save the Taste.

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