Miller Runs Virtual Basketball Bar Tourneys
In a local brand-building gambit, Miller Lite has created virtual basketball tournaments running concurrently with games being aired during the National Collegiate Athletic Association’s Men’s and Women’s Tournaments.
The virtual tourneys have been staged in nearly 5,000 bars and pubs around the country since March 1 as a run-up to the games. Miller Lite is an advertiser in the live game coverage.
People participate by first answering a series of basketball and Miller Lite-related trivia questions. They then advance to playing the game, simulating shooting basketball with a Nintendo Wii controller to score points.
Miller commissioned its own gaming software from Full House for the experience, according to Miller spokesman Julian Green.
“The object of the promotion is to create excitement on-premises and increase exposure of our brand,” Green said.
The promotion is also intended to help build business for local Miller Lite retail customers.
Some of the locations create VIB (Very Important Beer) lines for the game, giving preference to Miller Lite drinkers, who also get a second shot at attaining high scores and winning nightly prizes.
Team Enterprises is assisting Miller with plugging the local events, primarily with signage at the respective locations and coverage in local media.
Full House is developing a virtual football game that Miller plans to roll out in a similar fashion this fall.
