Miller Lite's Unique Super Bowl Advertising Strategy: The 'Running of the Beer Ads'

Introduction

In a surprising move, Miller Lite, the well-known beer brand, has opted out of the traditional Super Bowl commercial frenzy and instead launched an unconventional advertising initiative known as the 'Running of the Beer Ads.' This groundbreaking program aims to enlist 1,000 enthusiastic football fans to serve as the brand's official advertisers during the highly anticipated Super Bowl LVIII. The decision to forgo a traditional commercial spot in favor of this innovative approach reflects Miller Lite's commitment to engaging fans in new and unexpected ways, setting it apart from its competitors.

The 'Running of the Beer Ads' Program

The 'Running of the Beer Ads' program, introduced by Miller Lite, offers an intriguing and interactive opportunity for consumers to participate in the brand's advertising efforts during the Super Bowl. Starting on February 1, fans can register online to receive a special Miller Game Time Jersey adorned with a unique QR code. This jersey will serve as the key element in the 'beer run' activity, allowing participants to engage in the brand's advertising efforts during commercial breaks, while also standing a chance to win exciting rewards.

In an effort to add an extra element of excitement to the program, Miller Lite has partnered with renowned actor and comedian Rob Riggle, who will play the role of the 'lead beer runner' and encourage fans to join in the unique advertising initiative. The brand's decision to involve fans in this distinctive advertising venture represents a noteworthy shift from its previous Super Bowl strategies, signaling a desire to create a more interactive and engaging experience for consumers.

The official Miller Game Time Jersey, which will be distributed to 1,000 lucky consumers, will not only serve as a symbolic representation of their involvement in the program but also present an opportunity for others to scan the QR code and potentially win beer money. Additionally, participants will be equipped with a Big Game Ad kit, further enhancing their role as brand ambassadors during the Super Bowl commercial breaks.

Incentives and Industry Impact

The 'Running of the Beer Ads' program offers a range of incentives for participants, including the chance to win a share of a substantial $170,000 prize by having their QR-coded jerseys scanned. Moreover, the top five individuals whose jerseys receive the most scans will be rewarded with free beer for an entire year, adding an element of friendly competition to the advertising initiative. This incentivized approach is expected to motivate participants to actively engage in the program and contribute to its success.

Notably, Miller Lite's decision to deviate from traditional Super Bowl advertising methods aligns with a broader trend in the industry, as several brands, including Heineken, have opted to forego the high cost of a commercial spot. The prohibitive price tag of $7 million for a 30-second commercial has prompted brands to explore alternative and more cost-effective advertising strategies. By engaging fans directly in the advertising process, Miller Lite aims to create a memorable and impactful presence during the Super Bowl, while also setting a new standard for interactive brand engagement.