GOAL: Introduce Miller’s new salt and lime infused beverage to the public using a compelling interactive mobile Cuban lounge.

PROGRAM: GMA created mobile showcases that were designed to increase the engagement time with the consumer through a five-month dual market Miller Chill mobile ad campaign in the Seattle and Portland markets, resulting in two fully branded wrapped mobile advertising vehicles; two sets of scrolling billboards and at the centerpiece of the campaign, two living art displays. Depicting Cuban lounges. GMA produced custom traffic plans for each market, partnering with sales reps to plan the on-premise activities and events in each of the markets.  Enhancing the campaign, models were used to pass out product information sheets and Chill-branded premiums to drinking-aged consumers.

Miller partnered with The End 107.7 radio station to capitalize on the station’s newly created Beach House on Alki Beach and its summer-long live concert and party promotions.  Miller Chill product was available for adult party goers. In addition to having the Miller Chill vehicle on site Miller Chill’s presence was augmented with product branded flyers and the distribution of promotional items including custom American Apparel t-shirts.

RESULT: Miller Chill product had the most successful launch of any beverage product to-date. Winner of the Gold ADDY Award from the American Advertising Federation. Finalist in the Event Marketer Magazine’s EX Awards.

TAKE AWAYS: Using quality promotional items add to longevity of consumer/brand connection. Creating a fun environment for drinking-aged consumers to enjoy product creates lasting impressions. Partnering with other advertising mediums cross-captures desired demographics.