Miller Lite Program Sends Interns Across the Country - Event Marketer

Miller Lite Program Sends Interns Across the Country

DB_Gold_Miller_2014 Ex
Brand: MILLERCOORS
Agency: GMR MARKETING
Awards: EX AWARDS — BEST BUZZ MARKETING/INFLUENCER PROGRAM
Year: 2014

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 Lite put out a call for internship applications at the beginning of last year’s South by Southwest, followed by an online and above-the-line campaign. Groups of friends were encouraged to apply for the internship, uploading videos to introduce themselves. Interviews were conducted online and three finalists were brought to MillerCoors’ headquarters in Chicago for the final interview.

The guys went to seven cities nationwide in a tricked-out RV and experienced once-in-a-lifetime events in each. Among the experiences: learning bartending tricks, helping to prepare bars for the Philadelphia Phillies game, introducing a band at a post-game concert, working with pit crews at the Charlotte Motor Speedway to prepare for a race, and in Dallas, getting a private tour of the Cowboys facilities. Eventually, they arrived in Los Angeles for “The Internship” red carpet premiere, where they got a private tour of Fox Studios, interviewed stars on the red carpet and attended an after-party. All along the way a video crew produced on-the-road updates from each stop. A digital team produced timely Tweets and Facebook posts.

The program was featured in two episodes of “Jimmy Kimmel, Live!” and earned more than one million YouTube views and 3.6 million Facebook views.

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