Miller Lite is launching a new loyalty effort via TV, radio and digital encouraging beer drinkers to “save their summer” by collecting Taste Points and submitting them for the chance to win prizes. The program allows consumers to collect points found on specially marked packages of Miller Lite and by checking-in on foursquare (the location-based social networking website based on software for mobile devices) at participating bars and restaurants. Consumers can bank Taste Points, team up with friends and use them to enter for the chance to win thousands of daily and weekly, or one of three epic prizes, including an around-the-world journey.
The new TV creative features the Miller Liteguards, an army of women tasked with saving men from making “unmanly” decisions such as choosing a beer with less taste than Miller Lite. The spots, which launched 4/18 and run through 7/31, direct viewers to TastePoints.com to register to win. The program is also supported by print, out-of-home, retail point-of-sale and PR, including appearances by the Miller Liteguards at special events nationwide.
The program also works in concert with popular social-media platforms such as Facebook. It specifically leverages Facebook by requiring consumers to be members of the social networking site in order to participate, and to invite Facebook friends to enter with them for the prizes that are awarded to four or eight person groups. Once the required number of friends joins, the group is entered for a chance to win. Consumers can create an unlimited number of groups to enter as many times as they like. Participants in the program will be able to see how many people or groups have entered to win each prize.
Consumers can collect Taste Points by submitting official codes online, via SMS or on the Taste Points mobile site; codes are provided on specially marked packaging (as mentioned above). Those who haven’t already entered the maximum number of codes in a day will automatically receive Taste Points when checking in on foursquare at participating bars and restaurants. There is no limit to the number of prizes consumers may enter to win, or the number of times they can win.
RBR-TVBR observation: It should be interesting to see how many consumers choose the Facebook group option for winning—how much can the brand be immersed in social media goups? The effort, which uses TV and radio to drive folks online to participate and enter, is also a good way to gauge how much traditional media is still essential to drive action in most any campaign.