Miller Lite Timeless Collection
In response to the 2020 pandemic and the cancellation of the NFL season, Miller Lite sought to reignite the spirit of football in 2021 by celebrating the return of in-person gatherings and the cherished tradition of watching games with friends.
'Miller Timeless Collection' campaign was born. It featured an online contest where fans could win a unique set of six rings, each with a custom sensor that unlocked Miller Lite for life when in proximity.
The rings, each adorned with jewels and 10-karat gold, symbolized the sacred bond of football fans and their friends, reinforcing Miller Lite's understanding of this cherished tradition.
Custom app for 6
We went all out and crafted a custom app exclusively for the six lucky ring bearers. This app was no gimmick; it played a key role in verifying the winners and, more importantly, it became their golden ticket to staying connected and getting free Miller Lite delivered whenever they reunited. Talk about exclusive treatment.
Taking over America
The campaign was promoted through OLV, social media, online and broadcast press, and influencer partnerships, engaging fans to share why their gameday crew deserved this lifelong reward.
The campaign achieved impressive results: 688MM impressions, 9.9MM social video views, a significant increase in positive brand impressions and brand consideration, and extensive media coverage across major outlets and sports networks. It successfully marked the NFL's return, celebrating the intersection of Miller Time and football, and resonating deeply with fans across America.