Ecast & Starcom for Miller High Life

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Miller High Life

Job: Create a geo-targeted interactive advertising campaign for Miller High Life.

Company: Ecast, San Francisco (working with Starcom)

Creative ream: From Ecast — David Schmidt, senior director of advertising product; Seth Hamlin, art director; Salima Jiwani, lead Adobe Flash developer; Shaun Tungseth, graphic designer. There was also a team from Miller.

The plan: To connect Miller High Life with music enthusiasts at the point of sale. The execution provides a variety of media placements throughout the user experience on the Ecast touchscreen network while they choose their songs. Placements on Ecast encourage patrons to click through to a music trivia game — followed by a call out to purchase Miller High Life. The program also includes a custom consumer survey to gauge the success of the campaign.

The theme: Miller High Life stands for common sense … it’s an “Honest Beer at a Tasty Price.” With Ecast, we are encouraging our consumers to “Live the High Life.”

The concept: In order to make Miller High Life more relevant to our legal drinking age targeted demographic, we wanted to make the brand a standard part of their on-premise experience. The ultimate goal of our partnership was to reach consumers in a highly engaged on-premise setting and encourage Miller High Life purchase through a complete and fun branded experience.

David Schmidt

Title: Senior director, advertising product

Age: 39

Education/Background: More than 15 years of technology and product experience. Bachelor of science in electrical engineering, Cornell University; MBA in marketing, New York University.

What drove the development of the concept? We wanted to find a unique way to highlight the Miller High Life brand while harnessing Ecast’s music-based platform. Creating a customized music trivia game was a great way to engage the target audience with the brand while entertaining them. The trivia is unique in that in addition to testing the user’s music knowledge, it allows them to also play the songs that aredisplayed within each question. It’s a great way to ‘listen while you play’ and speaks to the ‘good, honest fun’ personality of the Miller High Life brand.

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