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Home > BizTimes Daily > Archives > July 25, 2007
Miller Brewing launches broadband jukebox campaign
Published July 25, 2007 - BizTimes Daily
Miller High Life has embarked on a new geo-targeted, interactive marketing campaign that engages consumers via digital jukeboxes in bars and nightclubs across a number of major markets, including Milwaukee and Green Bay.
The jukeboxes are operated by Ecast, the largest broadband touchscreen media network in the nation.
Features of the digital campaign include a "Rock the High Life" trivia game, where patrons can test their rock 'n' roll knowledge while selecting music. In addition to the game, patrons can participate in a brief customer survey, which allows the marketer to gather consumer intelligence and gauge campaign effectiveness.
The Miller High Life ads run full-screen on units between song selections and run as a banner during song selection.
Miller High Life and Starcom USA, the media agency of record for Milwaukee-based Miller Brewing Co., partnered with Ecast in part based on its ability to target interactive campaigns and influence on-premise purchase behavior.
The three-month campaign appears in more than 1,000 bars and nightclubs using the Ecast touchscreen music service in larger cities throughout the Midwest.
"The ability to connect with consumers on-premise in a fun, interactive way, and to bring our campaign to life in a manner that reinforces what Miller High Life represents, is important to us, so this Ecast campaign is a great addition to our current marketing efforts," said Kevin Oglesby, senior brand manager for Miller High Life. "Miller is confident that, by getting this high level of engagement with beer drinkers, the program will allow us to connect with more current and potential Miller High Life drinkers."
"These days, marketers face an attention economy where consumers give their focus to brand interactions that provide them with entertainment or a valued experience," said Katie Ford, senior vice president/director, Starcom USA. "Ecast's unique touchscreen network helps us reach, entertain and connect with social influencers in places where they can directly purchase Miller High Life, providing the brand with context relevance, local flexibility and immersive consumer interaction."
"With Ecast, Miller will reach consumers when they're in the emotional mindset to make a beverage decision," said George Giatzis, senior vice president, advertising sales, Ecast. "But more importantly, Ecast engages patrons when they are having fun and that promotes positive associations with the Miller High Life brand."
