Miller Lite: Season of sounds

This case study describes how Miller Lite, the beer brand, created a series of popular music events that attracted the attention of its target audience, raised awareness and increased sales.

Miller Lite: Season of sounds

Carolina Melendez, Tuyo Isaza, Isabella Ganem and Luisa Romero

Campaign details

Brand: Miller LiteBrand owner: Sab MillerLead agency: LOWE, BRMContributing agencies: ARENACountry: ColombiaIndustry: Beer & ciderChannels used: Content marketing, Events & experiential, Games & competitions, Internet - display, Internet - microsites, Internet - search, Online video, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Product placement, Product sampling, Radio, Social media, Sponsorship - event, property, Sponsorship - media, Television, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary...

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