Opportunity: Miller Lite set out to refresh their long-time brand position, re-framing Miller Time as the original IRL social medium & connection point between friends. The campaign had a big ask for its fans - put down your phones and be present (Over a few Lites of course): disconnect for connection’s sake.
Our Innovation: We created the Offline Can, A Facebook Instant Game experience that actually incentivized people to put their phones down to enjoy face-to-face Miller Time with friends at the ever crucial Point of Sale (bars). The more friends disconnected in person, the more rewarding of exclusive, limited edition Offline Cans!
The Result: Lots of buzz, at least 100 hours of additional Miller Time added to the world.
How do we activate a campaign about getting off social media…on social media?
Miller Lite - The offline can
Scan the QR code at the bar to access the experience.
Follow the instructions of the game in order to earn the Offline Can.
Start the 30 min countdown.
Invite friends at the bar to join the experience via Messenger. The countdown gets synced among friends - the more friends, the more rewards.
When 30 min are over, the group of friends is rewarded with free limited-edition Offline Cans.