Brewer "sponsors" $1 donations to Iraq and Afghanistan War vets.
Miller High Life appears to be replacing its Super Bowl ad buy with some goodwill marketing. The brand has announced a philanthropic campaign called "Official Beer of You," where viewers of drinking age can sign a contract at MillerHighLife.com.
There, visitors who fill out a form (e-mail, home address, phone number, etc.) can donate $1 to Iraq and Afghanistan war veterans, or the participants can have a $1 coupon mailed to themselves. Either way, they will be entered into a drawing to play a role either in a Miller High Life TV ad or on the brand's Facebook page.
Participants will also receive a downloadable so-called sponsorship kit that will entail a personalized "Official Beer of [Participant's Name]" logo, as well as the chance to purchase personalized Miller High Life T-shirts, mugs, and beer koozies. While filling out the form, participants can opt into e-mail, postal mail, and text messages from the brand.
Meanwhile, Miller High Life appears to be building on its long-crafted "little guys" brand image. During 2009's Super Bowl, it ran a one-second TV spot. Last year, the brand shared its Super Bowl commercial with four small businesses. A prepared statement for the brand today said: "By offering to 'sponsor' thousands of regular folks who embody the brand's honest and authentic values, Miller High Life is challenging the notion that overpaid athletes and celebrities make the best brand spokespersons."
According to the Chicago-based company, the "Official Beer of You" campaign will be supported with display ads, print, television, radio, and point-of-sale efforts.
Meanwhile, the $1 donations will go to the Iraq and Afghanistan Veterans of America. The philanthropic effort follows the brand's "Give a Veteran a Piece of the High Life" initiative from last summer.
Miller High Life was not available to comment on this story. With 12 days left before the Super Bowl, the brand is not on any industry lists of known advertisers for the game.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT