Miller High Life is just wrapping up a summer promotion designed to donate up to $1 million to veterans and their families. The promotion, which involves the collection of specially marked tabs and bottle caps, ran last year at grocery and convenience chains for easier implementation. According to the company, brand awareness and sales both increased.
As a result this year the campaign was expanded to reach 30% more people, and moved to bars where experiential marketing could be added to the mix. (Odell, 2011)
So what do you think? Will it be successful? Would you switch beer brands to support Iraqi vets?
Odell, P. (2011, August 22) Case Study: “Give a Veteran a Piece of the (Miller) High Life” promomagazine.com Retrieved September 7, 2011, from
http://promomagazine.com/eventmarketing/miller_high_life_retail-event_marketing0822peo3/
http://promomagazine.com/eventmarketing/miller_high_life_retail-event_marketing0822peo3/
