Miller Ties Rewards to Ad Campaign
Miller High Life has created a loyalty program offering fans a chance to own a Miller shirt like the one worn by its discerning deliveryman in the popular ad campaign.
The delivery shirt is one of several branded Miller items, including T-shirts, duffle bags, key chains, fire pits, baseball caps and boxer shorts that people can receive through a point system by buying beer.
Beer drinkers can qualify for the Miller High Life Extras program by registering online at http://www.MillerHighLife.com and creating an account. They can upload codes printed on specially marked 12-pack, 24-pack and 30-pack bottles and cans of Miller High Life and Miller High Life Light, and ultimately redeem those points for branded prizes.
Fans started asking about availability of the gear—particularly those delivery shirts—as the commercials gained traction.
“It’s created quite a buzz,” said Miller Brewing spokesman Julian Green.
The buzz has built from the ad series featuring actor Windell Middlebrooks as the selective Miller deliveryman who decides whether particular distributors are worthy of carrying the brand—and sometimes pulls the beer off the shelves.
Miller has benefited from a 10% market share lift since the ads started running regionally in October 2006 as beer drinkers have been grabbing product off shelves at an increasing rate, according to Green, who said the brand previously had been in decline.
Miller High Life Extras members can also send e-cards to friends who aren’t enrolled, inviting them to participate. If their friends sign up, the members who prompted them received a 10-point bonus for their own accounts.
The fire pits are the high-end prizes at 31,000 points among the Miller High Life Extras, where 60 points will earn members a screen saver.
The offer is open to people throughout the U.S., but excludes residents of Arkansas, California, Connecticut, Hawaii, Indiana, Kentucky, New Jersey, Virginia and West Virginia.
