Miller Brewing Taps Virtual "Miller Time"

Miller Brewing Co. launched a virtual "Miller Time" on Tuesday evening using thousands of Web advertising banners to carve out a five-hour block of cyberspace.

The promotion was designed to attract visitors to Miller's newly revamped Web site and drive awareness of its new Super Bowl retail promotion, according to Scott Bussen, spokesman for the Milwaukee-based unit of Philip Morris Cos. Inc.

Miller banners were to appear Tuesday between 5 p.m. and 10 p.m. EST.

As an incentive to visit Miller's site, the company offered a chance for visitors to win a trip for two to Super Bowl XXXIII in Miami in January 1999.

Supporting TV and print advertising from Fallon McElligott of Minneapolis was launched earlier this month. LinkExchange in San Francisco coordinated the Web advertising. Spending was not disclosed.