This campaign was aimed to draw attention to the brand and push sales as directly so indirectly through upscaling brand status

1. summertime campaign ’09
by flashbackflip for AbsolutPro
January 19, 2009

2. mission zOOm
Involve new consumers into Miller brand franchise
open up more reasons to buy Miller when buying a beer
Locate and brand-form strategic niche
modern and advanced art
Push sales
with motivation and new-media promo

3. development tasks
TTL communication: new media, web, press, print, OOH, TV, BTL,
4- & 6-packs + cooler packs
0.33 & 0.5 singles
Motivation-driven promo campaign
on-trade, off-trade, new media environment

4. smart targeting
minor, but active part - a.k.a. Trendsetters
able and
eager to take
challenge
Open to new trends
Trendseekers - major and less initiative part
creative and trendy
like to feel being a
part of cutting-edge
revealing to innovation
still don’t have enough, skills, expirience
and purpose to be opinion-leaders

5. some trends to be used

6. it’s about me
I AM INVOLVED!
i am unique
i am in the game
i affect the situation
i am getting prizes or fame

7. i-Learn
People invest in themselves
in their knowledge
in their skills
in their abilities
And you know, they ENJOY doing this!

8. solution

9. The BiG idea

10. expand yourself
with
the way you want

11. Welcome to another level
We will help you to expand yourself - to acquire skills you need for this
We give you instruments to upgrade, customize and reinvent yourself
You can perform yourself better !!
communication

12. motivation
Collaborating with Miller you explore and develop yourself in a new way
for Trendsetters

13. motivation
Being part of the action you get personal and shared experience and handy prizes
for Trendseekers

14. involvement
There are two merged involvement levels *:
dedication
participation
Dedicated trendsetters share their creations and announce skills they need for further
development
Participating trendseekers play mixed-media game getting experience, information
and prizes
* they can be advanced simultaneously

15. new approach
We use the ‘game’ form as the ‘feel’ of the campaign
we tease consumer to get involved and have fun
SOCIAL GAMES
We inspire consumer to get involved in the mixed-media
game for the new experience, prizes and benefits
as he will develop himself playing it he will get
acquainted and connected with other active people

16. Universal instrument to be used
in all media and promo channels for:
score boosting
information exchange
mobile services
on/off-line sync
self-promo ability
new media tool
QRcode
data matrix code
a.k.a.

17. direct sales push
To enter the action and register on the site consumer must
shoot the first code
and these codes are either inlays in a ‘pack’
or the codes on the back-side of single bottles

18. indirect sales push
We encourage consumer to search for ‘limited edition’ bottles
and this is the main point to be reached in any ‘trade’ channel
if someone searches for something and finds it - he buys it
All we need is motivation and we got it!
the limited series have QR codes on the back of the front sticker
among these codes there’re some with MegaBonus score points
apart from constant awareness, consumers get the second crucial ability!
ability to catch up with leaders by finding bonus regardless the time left to finish
Limited Edition

19. web/mobile site
global logic
‘dedicated’ level
any comm. channel
‘participation’ level
buy
register
prizes are new-media
tech gadgets made to
create art
get
most
score
mixed-media
game participation
prizes are educational
grants and master-
classesclaim
for skill
you need
share
your
works
‘Miller Team’ of
Pro’s evaluation
friends’ support
and voting
in order to register you need to
shot a code from any product

20. ‘dedicated’ level manual

21. the way it works
my name is Kate and i
wanna become a PRO
photographer
here are
some of my
works:
i want to take courses to summarize and update my
knowledge and start a ‘pro-series’ about the effects of light and
water saturation in atmosphere

22. the way it works again!
i’m a top-manager and i’d like to
take courses on flash-animation
to become a cartoon producer !!
check my
sketches!

23. step by step
i see an AD i register
i upload my
works and claim
for skill
i get my works
evaluated by
‘Miller Team’
i get the prize
i join the ‘Miller
Team’
friends’ support
and voting
in order to do it i must shot a
QR code from a 4/6-pack inlay
or from the single bottle
i share and develop skills
i buy a bottle
or any ‘pack’

24. ‘participation’ level manual

25. the way it works
i buy a bottle or
any pack
i shoot the code and register
i wanna get the
biggest score to win
i search for a
‘limited edition’
Limited Edition
i check coded
POSMs and codes i
find in web and on the
streetsor else i go to the website
and download required soft
i share codes from the ‘packs’ by
sticking them in the city

26. step by step
friends’ voting and
street action
i learn to create
i see an AD i register
i create my
account and
collect codes
i boost my
score
i get the prize
i learn to
create
i buy a bottle or
any ‘pack’
in order to do it i must shot a
QR code from a 4/6-pack inlay
or from the single bottle

27. complete mechanics

28. promo codes description
4/6-pack codes or single bottle codes are required for joining the
game and get basic score. They have MEDIUM value
they are made as stickers to inspire guerilla actions
Limited Edition bottles are provided with special Bonus codes
these codes are under the front label and only some of them contain HUGE Bonus
while the rest has MEDIUM value
Other codes used in packaging and ATL campaign are all the
same and their purpose is to provide player with random
media uploaded to the site, converting it to mobile format
they have SMALL value

29. sticker codes
These codes are the inlay stickers in 4/6-packs
these stickers will be used in guerilla campaign [described later]
These stickers used to redirect consumer to the register page
After one of these codes are shot and the consumer became ‘registered user’
they lose their ability to provide registration
but if code is shot, but no one registered - then it can be reused

30. private code description
Private code is generated in the profile and leads to this page. Here are some reasons to use it:
this code is the quick link to your bio - somebody might want to know you better!
you can make this code a VCard and share your contacts for new friends
each time this code is shot you get score points and your work [if any] downloaded
you can add it anywhere - starting from your blog or laptop to your car or dog’s collar!
These codes have the LEAST value of 1 point

31. web/mobile site
The site is a place where all users’ works are collected
It consists of:
profile with works, ‘skill claim’ and score count
area of all uploaded works
‘tips&tricks’ area is the ‘Miller Team’ blog for chosen
works discussion
The site is a communication instrument. It provides:
score monitoring
friendship connection
start of a career

32. drawings & paintings
photos
other multimedia
videos
scripts [plays and scenarios]
works’ categories

33. the ‘Miller Team’
Group of talented and modern art-professionals
such as photographers, artists [painters], fashion designers
Their task is to find interesting and promising people looking at their works
they surf uploading content and make their choices
they choose as many as they like, commenting the choice
each member choice adds fixed amount of score points

34. mixed-media provocation
There are plenty of people and content you can browse
on the site
but for the first time you add your friends off-line!
Watch out for codes on the streets - someone left ‘em there!
shoot them and add this person as a friend
when this trigger is used we can open ‘friendship protocol’ on-line

35. the ‘1=2’ rule
To inspire consumers further - each ‘private’ code shot adds 1 point to both
the one who shot it
and the one whose code it is
= +

36. score points
Score points can be earned when:
you shot QR codes on 4/6-packs - medium amount each
you shot QR codes on ‘LE’ single bottles - huge amount
you shot ATL commercial - small amount
your code is being shot [whether on the streets or in web] - minimum amount
you shot someone’s code - minimum amount
your work is chosen by ‘Miller Team’ member - big amount each member

37. benefits and rewards

38. brand benefits
6- and 4-packs direct sales push
Single bottles direct and indirect sales push
Awareness raising self-running new media and guerilla campaign
Forming new opinion leaders totally loyal to brand and sharing their skills
Starting new channel of communication to be used further
Wide PR flow due to participating works, jury [‘Miller Team’], innovative mechanics etc.

39. Gain new skills and abilities while discussing them with true art-trendsetters
Gain new experience watching others’ works - find new ways to apply yourself
Get prizes - there’re two kinds of them
for ‘dedicated’ players aimed at new education - we provide grants for studies
those who crave for gadgets get gadgets boosting creating abilities
winners can choose the most suitable one from the list
consumer benefits

40. prizes
ready-to-apply
tuned-for-your-skills
wacom
interactive wacom
tablet PC
SONY ‘made4web’ cam
turntable
SONY e-book reader full ‘painter’s kit’

41. educational grants
Those who decided to take part in the creative collaboration
and discussion of the works has the ‘skill claim’
that’s why when they win they get their dream come true -
they go to the best master-class they can get!

42. TTL communications

43. TTL matrix
the
BIG
idea
new
media
press
web
mobile
OOH
on/off
trade
printTV
packaging
guerilla

44. OOH
We translate the message through corresponding design solution
making the QR code be distinctively visible, almost dominating
Participators, if successfully captured code in commercial, get random content downloaded to
their mobile phones

45. TV provocation
Along with the straight TV commercial we launch series of short
[5-10 sec.] clips showing QR code only
the catch is that shooting these codes consumer
receives the ‘.3gp’ video with the commercial, made by
one of the ‘Miller Team’ members
?

46. packaging
Codes placed openly on the package are automatically downloading
random content uploaded to the site if shot

47. teasing bills
These are bills presenting some real persons featuring on our
site
they are talented and good-looking!
Shooting the code will link to their profiles and add them as
friends
all-trade provocation
wanna know my name
and see my works?
shoot it! -->>

48. modern trade
Modern trade is decorated the way it usually does
But! We can use some provocation here too!
wanna know my name?
shoot it! -->>

49. off-trade
Some off-trade spots are decorated with
straightforward QRcode stickers
and also - with teasing hard-posters
wanna know my name?
shoot it! -->>

50. on-trade
In places like cinema halls, chosen clubs and pubs we
use the toilets with the provoking stickers/posters
we place ‘male’ posters in women’s toilet
and ‘female’ posters - in men’s one
wanna know my name?
shoot it! -->>

51. guerilla
6-pack inlay stickers and ‘a secret’ that
personal code can be printed by any printer and
the proper paper can be bought anywhere,
provoke consumers to stick the codes around
and spread the news - expand themselves!
street-wise provocation

52. BTL support
In line with the already pre-planned Miller-party
activity we integrate the QRcodes
they are used as elements of space design
we use them in bars
possibly - give barmen special t-shirts

53. campaign key images

54. expand yourself
with
the way you want

55. expand yourself

56. yourself
expand
with

57. let’s kick it!

58. final action

59. The final celebration of the winners take place not
in the club but in a gallery
This is a mixed-media gallery where content
is represented either as prints or visual installations
QR codes are used for the author’s ID
shooting these codes will take visitors to the
profiles at our website where details are given
After celebration is done everybody with the
account and personal code can print a sticker and
contribute it to the gallery himself
the ‘Expand Yourself’ gallery

60. cumulative PR
By launching this event we get huge info trigger
as we launch never-seen-before gallery format
as the participators are talented and the jury is
interesting
After all we provide full-scale blogging support covering
the details of the celebration
As the party is over we still have the exhibition running!

61. the result is media-ubiquity

62. results
SURE results
Sales are pushed both ways - directly and non-directly
Brand is denotated as the ‘cultural patron’ upscaling brand status
The unique form of consumer communication mechanism started
Brand is ‘future-ready’
POSSIBLE opportunities
A couple of prizes at Golden Drum and Cannes
We all become legends

63. thanx for your attention and.. let’s push it!
http://www.slideshare.net/flashbackflip