A conceptual social media idea and platform for Miller and Miller Lite

1. Recruiting the New Miller Lite Draft Generation

2. Opportunity: Draught sales have bottomed. Time to increase Miller
Lite’s share of on-premise, premium draft occasions in key U.S. markets.

3. Approach: We crosscut the Cultures of Intoxicants and Social
Media to determine Miller Lite brand relevance during on-premise
draft beer drinking occasions.

4. “Draft Company”
Consumer Target
Insight: Male consumers, LDA-29 are “drafting” each other as they learn
to climb professional and social ladders; they affiliate and assimilate by
adopting similar lifestyle brands. Technology is enabling them to
recognize and be recognized for the personal decisions they are making.

5. Hypothesis: LDA-29 beer drinkers rely on digital Applications to
recognize and seize social situations, helping them navigate their
on-premise drinking occasions and decisions.

6. Challenge: Help male, LDA-29 year-old Miller Lite draft drinkers
recognize their manhood, and be recognized by others for knowing
their beer when socializing on-premise. To recognize is to know.
To know is to have confidence.

7. Know Your Beer.
Strategy: Consistent with Be A Man campaign, Know Your Beer is a call to
action inciting male (domestic) draft beer drinkers to examine their draft beer
choice, and to confidently recognize their beer when they encounter it - be it
stepping up to the bar and ordering without hesitation, or devising foolproof
techniques for identifying his pint along a crowded bar.

8. Solution: Recruit Miller Lite draught drinkers to create the
Most Recognized Pint in the America.

9. Idea: “Shazam the pint.” Create Beer Recognition Technology.

10. Hold pint to
iPhone to read
beer
Technology can
discern Miller
Lite DNA from
competition.
100% accuracy.
Media: Pint ID - App recognizes and authenticates Miller Lite pints.

11. Hold pint to
iPhone to read
beer
Features: Multi-functional Social Media Platform.

12. • Drive trial and consideration
• Efficient on-premise promotion and awareness
• Viral and community-building potential
• New digital drinking ritual
• Fortifies Miller Lite’s taste and product creds
• Builds and extends loyalty and adoration
• Scalable to all consumer drinking segments
Activation: 360o BTL awareness.

13. • Recognizing when to stop is a sign of confidence
Social Responsibility: Intuitive use digital images to judge cognition
levels and test hand-eye coordination.