Doing It Right: Miller Lite + The Internship
For several months Miller Lite has been promoting the “ultimate internship” - an opportunity for 4 friends to travel across the country slinging beers, partying, and enjoying Miller time, all the time! The tie-in: The Internship starring Vince Vaughn and Owen Wilson.
Fully customized RV: Check
Flat screens, xbox, sound system: Check
Faux Deer trophy, neon lighting, bed bunks: Check
2 Weeks of Ice Cold Miller Lite: Check Check!
Production crew capturing all the highlights and posting them on Facebook, Youtube, Twitter, and Google+ : BINGO
Miller gets this whole program right by not only teaming up with a movie that fits right in to their core demo, but also by creating a larger than life spectacle that looks to rely heavily on social media and great video.
We just caught episode #1: Philadelphia, which is the tour’s first pitstop on their cross-country trip. The program all ends with a huge bash at The Internship’s red carpet premier. But based on this first episode, there will be plenty of promo and activity going on for the brand as well as the movie as the bus pulls in to each city.
We like the fact that rather than just buying tons of commercial time or dropping a logo on a movie poster, Miller teamed up with The Internship and really embraced the opportunity to get in front of the consumer. And it works both ways . Its hard for movies to promote themselves beyond commercials and outdoor advertising. Teaming up with a brand that is already a social driver in Miller Lite, allows the movie to connect with people that love the Owen + Vince combo flicks but also creates a ‘real-life” extension of the movie.
We are definitely looking forward to seeing what the rest of the program looks like for this Miller Lite Internship and thats is precisely why its already a success.
PS: There’s even an actual plug for the artist who’s music is featured in the promo. Not a simple credit, an actual billboard that directs you to the band’s facebook page, in this case Miesha & the Spanks.
Catch Episode #1 Here