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Miller Interactive Summer Campaign



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

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



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    Miller Interactive Summer Campaign Miller Interactive Summer Campaign Presentation Transcript

    • summertime campaign ’09 by flashbackflip for AbsolutPro January 19, 2009
    • 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
    • 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
    • smart targeting minor, but active part - a.k.a. Trendsetters still don’t have enough, skills, expirience and purpose to be opinion-leaders able and like to feel being a eager to take part of cutting-edge Open to new trends challenge creative and trendy revealing to innovation Trendseekers - major and less initiative part
    • some trends to be used
    • it’s about me i am unique i affect the situation i am in the game I AM INVOLVED! i am getting prizes or fame
    • i-Learn People invest in themselves in their knowledge in their skills in their abilities And you know, they ENJOY doing this!
    • solution
    • The BiG idea
    • expand yourself the way you want with
    • communication 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 !!
    • motivation for Trendsetters Collaborating with Miller you explore and develop yourself in a new way
    • motivation for Trendseekers Being part of the action you get personal and shared experience and handy prizes
    • involvement There are two merged involvement levels *: dedication participation * they can be advanced simultaneously Dedicated trendsetters share their creations and announce skills they need for further development Participating trendseekers play mixed-media game getting experience, information and prizes
    • 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
    • new media tool 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 data matrix code a.k.a. QRcode
    • 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
    • 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 Limited Edition 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
    • global logic friends’ support and voting ‘Miller Team’ of Pro’s evaluation any comm. channel share your works prizes are educational grants and master- buy ‘dedicated’ level claim classes for skill you need web/mobile site register ‘participation’ level get prizes are new-media in order to register you need to most tech gadgets made to shot a code from any product score create art mixed-media game participation
    • ‘dedicated’ level manual
    • the way it works here are some of my works: my name is Kate and i wanna become a PRO photographer 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
    • 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 !! my eck es! ch tch ske
    • step by step in order to do it i must shot a QR code from a 4/6-pack inlay friends’ support or from the single bottle and voting i upload my i get my works i buy a bottle i join the ‘Miller i see an AD i register works and claim evaluated by i get the prize or any ‘pack’ Team’ for skill ‘Miller Team’ i share and develop skills
    • ‘participation’ level manual
    • the way it works i buy a bottle or i search for a any pack ‘limited edition’ Limited Edition i shoot the code and register i check coded POSMs and codes i find in web and on the or else i go to the website streets and download required soft i share codes from the ‘packs’ by i wanna get the sticking them in the city biggest score to win
    • step by step in order to do it i must shot a QR code from a 4/6-pack inlay friends’ voting and or from the single bottle street action i create my i buy a bottle or i boost my i learn to i see an AD i register account and i get the prize any ‘pack’ score create collect codes i learn to create
    • complete mechanics
    • 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
    • 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
    • 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
    • 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
    • works’ categories photos scripts [plays and scenarios] videos drawings & paintings other multimedia
    • 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
    • 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
    • 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 = +
    • 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
    • benefits and rewards
    • 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.
    • consumer benefits 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
    • prizes wacom ready-to-apply SONY e-book reader full ‘painter’s kit’ tuned-for-your-skills SONY ‘made4web’ cam tablet PC turntable interactive wacom
    • 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!
    • TTL communications
    • TTL matrix mobile guerilla press new on/off web media the trade packaging BIG idea TV print OOH
    • 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
    • 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 ?
    • packaging Codes placed openly on the package are automatically downloading random content uploaded to the site if shot
    • teasing bills all-trade provocation 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 wanna know my name and see my works? shoot it! -->>
    • 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! -->>
    • off-trade Some off-trade spots are decorated with straightforward QRcode stickers and also - with teasing hard-posters wanna know my name? shoot it! -->>
    • 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! -->>
    • guerilla street-wise provocation 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!
    • 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
    • campaign key images
    • expand yourself the way you want with
    • expand yourself
    • expand yourself with
    • let’s kick it!
    • final action
    • the ‘Expand Yourself’ gallery 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
    • 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!
    • the result is media-ubiquity
    • 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
    • thanx for your attention and.. let’s push it! http://www.slideshare.net/flashbackflip