Competitive spirit plays key role in push to boost Miller Lite sales

Continuing with the "man up" premise from last summer, MillerCoors wanted to boost sales by rewarding consumers for making "manly decisions," namely drinking Miller Lite.

Client: MillerCoors (Chicago)
PR agency: Olson PR, previously Dig Communications (Chicago)
Campaign: Taste Points
Duration: May 1-July 31, 2011
Budget: $250,000

Continuing with the "man up" premise from last summer, MillerCoors wanted to boost sales by rewarding consumers for making "manly decisions," namely drinking Miller Lite.

Strategy
AOR Olson PR, along with other agencies, developed a competition that allowed Miller Lite drinkers to earn Taste Points and prizes by interacting with the brand. The company wanted to utilize multiple social media platforms to make participation easy and promote a social atmosphere.

Tactics
Olson used three girls - the Miller Lite Guards - for TV and online advertising and a three-month nationwide tour. A Facebook page was created where Taste Points were stored and participants could invite friends to join with the option of combining points for bigger prizes. Taste Points were earned by checking in on Foursquare at a participating local bar or by scanning QR codes on special packages of Miller Lite.

There were 8,300 daily giveaways; 12 weekly prizes, including diving with sharks in the Bahamas; and three monthly prizes, such as a trip on a private yacht in the British Virgin Islands. Some prizes were location-specific, open to residents within a certain area code.

"We wanted to make sure this was accessible," says Kirby Shiffler, AE at Olson. "We didn't want consumers to feel like it was a longshot to win."

Results
Miller Lite garnered 300,000-plus new Facebook fans, while 62,000 groups were formed on Facebook and submitted for prizes. Taste Points.com received 240,000 unique visitors. Two thousand Foursquare accounts were used to participate in the competition.

Future
Although plans for another Taste Points competition are not final, MillerCoors and Olson are "extremely pleased with the results," says Shiffler.

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