Project Description

Miller Lite made a significant investment in supporting the Dallas Cowboys and the opening of their new world-class stadium. They challenged my agency to come up with a groundbreaking program that would deliver unique experiences and ongoing consumer participation. I came up with the idea to put unique codes under the caps of Miller Lite bottles as well as on-pack codes that could be redeemed for sweepstakes entries that consumers could use to bid ‘Ebay’ style on unique Dallas Cowboy experiences including the chance to win seats with legendary owner Jerry Jones, flag football with friends at the new Stadium and exclusive autographed merchandise.  The results were amazing and sales skyrocketed. The program garnered national attention and won two major awards.