Miller Lite's Limited Edition Can Goes Offline and So Should You

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DDB Chicago created the campaign focusing on interacting with friends and taking a break from social media
Miller Lite's Limited Edition Can Goes Offline and So Should You

Building on its campaign positioning Miller Time as the ‘original social media,’ Miller Lite is bringing a limited number of its dark-coloured Offline Cans to bars across the country to inspire more drinkers to take a break from social media and spend time with friends over a beer. 

The limited-edition matte black cans will be available in more than 500 bars and taverns in 27 states starting this week. Miller Lite’s Offline Can will be supported by two new TV ads, social media and a point-of-sale marketing campaign that aims to inspire drinkers to invite friends for a night out over Miller Lite. 

In select bars where the cans are available, Miller Lite will reward some drinkers for going offline with their own Miller Lite Offline Can, where permitted and while supplies last. Using Facebook’s new ‘SideFlix’ technology, bar goers can invite their friends to join them in putting down their phones and ‘going offline’. If the group collectively puts their phones down for 30 minutes, they could be eligible to receive a Miller Lite Offline Can.

SideFlix is a digital experience using Facebook Instant Games and Facebook Messenger that offers friends the opportunity to share in a connected experience across their devices when they’re together in real life (IRL). Both DDB and Miller Lite saw the potential to leverage this technology to encourage and reward ‘device-down’ connection when friends spend time together over beers. Miller Lite is one of the first brands globally to utilise Facebook’s SideFlix and this is a first-of-its-kind experience for Molson Coors Beverage Company.

Created by DDB Chicago, Miller Lite’s new 15-second spots, meanwhile, focus on missed connections — people staring at their phones instead of interacting with friends. Like the first ‘It's Miller Time’ spot, ‘Followers’ that began airing in fall, the new ads finish with the tagline: ‘Here’s to the original social media.’

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Categories: Beers, Alcoholic Beverages

DDB North America, 5 months ago