Milwaukee-based Miller Brewing Co. in October will team with Los Angeles-based MGM on a national Get Your Party Vamped effort expected to feature placement in 40,000 retail outlets.
The month-long effort will be tied to the movie studio’s 66-title collection of Halloween videos and tagged on Miller Light, Miller Genuine Draft, and MGD Light SKUs. Shoppers who buy 12-packs, 24-packs, or 30-packs can score one of three MGM movies — “The Silence of the Lambs,” “Stigmata,” or “Carrie” — for $3.99 (plus $1 for shipping and handling). On-pack coupons dangle additional $1 or $2 discounts off 13 other titles.
“Combining the global recognition of Miller and MGM with the fun of Halloween allows us to entertain an even wider group” of consumers, says Miller brand manager Mario Austin.
In-store merchandising will include stand-ups, display cards, and ceiling hangers. Zipatoni, St. Louis, handles for Miller, with assistance from MGM shop PBM Marketing Solutions, Los Angeles.
Network
