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06.2011

Massachusetts Beverage Business

archivedPromotions

MILLER LITE

is running a “Taste Points” summer program that allows consumers to collect points found on specially marked packages of Miller Lite and by checking-in on foursquare at participating bars and restaurants for a chance to win thousands of prizes, including three grand prizes.  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, which run through July, direct viewers to TastePoints.com.  The program is also supported by print, radio, out-of-home and digital advertising, retail POS, and public relations.  The promotion requires consumers to be members of Facebook in order to participate, and to invite Facebook friends to enter with them for the weekly and epic prizes that are awarded to four or eight person groups.  Once the required number of friends joins, the group is entered for a chance to win – consumers can create an unlimited number of groups to enter as many times as they like.  The 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 5OO and the NASCAR Sprint Cup Series race in Charlotte, featuring Miller Lite driver Brad Keselowski, 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 There will also be hundreds of daily prizes such as mini-grills and backpack coolers.  Runs through July 31.

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