Client: Miller Brewing Company (2008 Summer Program)
AE: Grady Farmer
Miller Brewing Company’s marketing objective is to grow their distribution in NY, NJ and LI while focusing on the rate of sales with their on-premise accounts. They have eliminated their spot budget allocating those dollars towards interactive programs. We came up with two (2) ideas for summer and fall.
Summer Program:
The summer program is called, “Road Fools!” Each week, K-ROCK will host a last chance to register Thursday night bar party at a Miller account. Two winners will be chosen to make up a 6 pack vs 6 pack! Then the 12-pack will be on their way to the ROAD FOOLS MILLER LITE ULTIMATE ADVENTURE (Note: Miller’s new tag line, “The ultimate lite beer”). As an “Ultimate Adventure” participant, the “6-packs” will also be a finalist in an end of summer drawing for a Harley Davidson!
The ultimate adventure will take place on Saturday and will be followed by a bar crawl (three (3) hour long events at Miller selected accounts. The ultimate adventures will change each week… and can range from paintball to deep sea fishing, helicopter tours to go cart racing… to name a few.
The digital components of the program are as follows:
Custom micro-page with details of program.
Banners on several K-ROCK web pages exclusive / fixed / ROS.
Pre-Roll for duration of program.
Email blast.
:60 Streaming spots (:30 Road Fools / :30 Miller Lite spot)
This campaign begins on 6/1/08 and runs thru 8/9/08
Client: Miller Brewing Company (2008 Summer Program)
AE: Grady Farmer
Fall Program:
The fall program is called, “:15 Seconds of Fame!” Each week K-ROCK listeners will be invited to a party at selected Miller Lite accounts where the K-ROCK Street Team and a video camera man will be on hand to film the participants in a :15 second Miller Lite commercial incorporating the tag line “Miller, the ultimate lite beer!” At the end of the night someone will take home $500 in cold hard cash! Every commercial filmed will be posted on a micro-site of the K-ROCK website (ie: www.KROCK/MILLERLITE) Listeners will be encouraged to go to the website, view and share their video with friends.
In addition to filming the commercials at the Miller Lite accounts, listeners will be encouraged to submit their own :15 Miller Lite commercial via the website. Listeners will be encouraged to embrace the Miller Lite brand while adding some fun and creativity to the commercial.
Listeners will vote for their favorite commercial. The most votes will win the Grand Prize, $5,000 cash!
The digital components of the program are as follows:
Custom micro-page to host videos and details of program.
Banners on several K-ROCK web pages exclusive / fixed / ROS
Pre-Roll for duration of program.
Email blast.
:60 Streaming spots ( :30 15 Seconds of Fame / :30 Miller Lite spot)
This campaign begins on 9/1/08 and runs thru 10/26/08
