According to PR Newswire, Miller Lite is encouraging beer drinkers to “save their summer” by collecting Taste Points and submitting them for the chance to win epic prizes. The Taste Points program allows legal-drinking-age consumers to collect points found on specially marked packages of Miller Lite and by checking-in on foursquare at participating bars and restaurants. Consumers can save up the Taste Points, team up with friends and use them to enter for the chance to win thousands of daily and weekly, or one of three prizes, including an around-the-world journey.
To support the program, the brand is launching new TV commercials featuring the Miller Liteguards, an army of women tasked with saving men from making “unmanly” decisions such as choosing a beer with less taste than Miller Lite. The spots will run through July and direct viewers to TastePoints.com to register to win epic prizes.
The program is also supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations, including appearances by the Miller Liteguards at special events around the country.
“Great-tasting Miller Lite is here to save beer drinkers from having anything but an epic summer,” said Grant Leech, vice president of marketing for Miller Lite. “Our Taste Points program will reward loyalty in a very cool and multi-faceted way, utilizing unique codes on specially marked packages of Miller Lite in concert with popular social-media platforms such as Facebook and foursquare. And of course, our Miller Liteguards will be out in bars and restaurants all summer long, ensuring men are making manly decisions, like choosing their light beer on taste.”
The Miller Lite Taste Points program will award thousands of prizes, including a trip around the world, an island-hopping adventure in the British Virgin Islands and a trip to the Indy 500 and the NASCAR Sprint Cup Series race in Charlotte featuring Miller Lite driver Brad Keselowski-held the same day-with a private jet to get from one race to the next.
Weekly prizes include a trip to a Gold Cup soccer tournament match and a VIP golf experience at Pebble Beach, and there will also be hundreds of daily prizes such as mini-grills and backpack coolers.
