Miller Lite's Running of the Beer Ads Turns Fans into Walking Billboards
Laura McQuarrie — January 31, 2024 — Marketing
References: millerlite & ca.sports.yahoo
Every Super Bowl fan has their own beer preference and drinkers who gravitate toward Miller Lite are being given the chance to be turned into walking billboards for the brand with the Running of the Beer Ads program. Rather than running an ad for the Super Bowl 2024, the beer brand is inviting fans to become the advertisements themselves—1,000 eligible fans will get $100 and a Miller Game Time Jersey, then go for a beer run.
The jerseys for runners equipped with QR codes invite people to "Scan for Beer" and the five fans who get the most people to scan their QR code will win free beer money for a year, supplied in the form of a Venmo payment.
The jerseys for runners equipped with QR codes invite people to "Scan for Beer" and the five fans who get the most people to scan their QR code will win free beer money for a year, supplied in the form of a Venmo payment.
Trend Themes
1. QR Code Marketing - The use of QR codes on beer jerseys creates an opportunity for brands to engage with consumers through interactive and trackable marketing campaigns.
2. User-generated Advertising - The Running of the Beer Ads program demonstrates the potential for brands to leverage their fans as walking billboards, increasing brand visibility and engagement.
3. Gamified Promotions - The competition to get the most scans of the QR code on the beer jerseys taps into the trend of gamification, encouraging customer participation and loyalty.
Industry Implications
1. Beer and Beverage - The Running of the Beer Ads program presents an innovative marketing strategy for beer and beverage companies to create buzz and engage with their target audience.
2. Sporting Events - The use of beer jerseys with QR codes at sporting events opens opportunities for companies to reach a captive audience and promote their brand in a unique and experiential way.
3. Digital Payments - The integration of Venmo payments as a prize for the winners of the competition highlights the potential for digital payment platforms to collaborate with brands and enhance customer experiences.
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