miller brewing co ideas
DESCRIPTION
A conceptual social media idea and platform for Miller and Miller LiteTRANSCRIPT
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Recruiting the New Miller Lite Draft Generation
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Opportunity: Draught sales have bottomed. Time to increase Miller Lite’s share of on-premise, premium draft occasions in key U.S. markets.
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Approach: We crosscut the Cultures of Intoxicants and Social Media to determine Miller Lite brand relevance during on-premise
draft beer drinking occasions.
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Insight: Male consumers, LDA-29 are “drafting” each other as they learn to climb professional and social ladders; they affiliate and assimilate by
adopting similar lifestyle brands. Technology is enabling them to recognize and be recognized for the personal decisions they are making.
“Draft Company”Consumer Target
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Hypothesis: LDA-29 beer drinkers rely on digital Applications to recognize and seize social situations, helping them navigate their
on-premise drinking occasions and decisions.
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Challenge: Help male, LDA-29 year-old Miller Lite draft drinkers recognize their manhood, and be recognized by others for knowing
their beer when socializing on-premise. To recognize is to know. To know is to have confidence.
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Strategy: Consistent with Be A Man campaign, Know Your Beer is a call to action inciting male (domestic) draft beer drinkers to examine their draft beer choice, and to confidently recognize their beer when they encounter it - be it stepping up to the bar and ordering without hesitation, or devising foolproof
techniques for identifying his pint along a crowded bar.
Know Your Beer.
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Solution: Recruit Miller Lite draught drinkers to create the Most Recognized Pint in the America.
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Idea: “Shazam the pint.” Create Beer Recognition Technology.
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Media: Pint ID - App recognizes and authenticates Miller Lite pints.
Hold pint to iPhone to read
beer
Technology can discern Miller Lite DNA from competition.
100% accuracy.
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Features: Multi-functional Social Media Platform.
Hold pint to iPhone to read
beer
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Activation: 360o BTL awareness.
• Drive trial and consideration • Efficient on-premise promotion and awareness• Viral and community-building potential • New digital drinking ritual• Fortifies Miller Lite’s taste and product creds• Builds and extends loyalty and adoration• Scalable to all consumer drinking segments
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Social Responsibility: Intuitive use digital images to judge cognition levels and test hand-eye coordination.
• Recognizing when to stop is a sign of confidence