MILLER LITE • CROSSTOWN RIVALRY CHALLENGE

challenge

Leverage Miller Lite’s alliances with UCLA and USC football to grow volume in Southern California while hyping up their rivalry game.

insight

“I want to feel connected to my team. It’s more than just a rivalry; my school is part of my identity.”

solution

An integrated regional program fueled the rivalry between UCLA and USC fans to earn points toward scholarship money for their school while establishing Miller Lite as the beer for Southern California football.

touch points

Partnership Activation, Teaser Program, Interactive, Print, Radio, Television, Retail Point-of-Sale, In-Bar Signage and Events, Retailer Specific Programs, Cross-Merchandising, Packaging, Event, Public Relations

  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE
  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE
  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE
  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE
  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE
  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE
  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE
  • MILLER LITE • CROSSTOWN RIVALRY CHALLENGE

MILLER LITE • CHI-RISH

challenge

Combine Chicago’s number one beer with the number one drinking holiday to increase consumption and gain retail visibility.

insight

“St. Pat’s is the one day I have permission to start the fun early. In Chicago, everyone is part of the party and everyone claims they’re Irish.”

solution

A local marketing program encouraged Chicagoans to embrace their non-Irishness on St. Patrick’s Day and declare their true heritage—100% CHI-rish.

touch points

Icon Development, Radio, Outdoor, Print, Branded Merchandise, Retail Point-of-Sale, Bar Signage, Collateral, Radio Remotes

  • MILLER LITE • CHI-RISH
  • MILLER LITE • CHI-RISH
  • MILLER LITE • CHI-RISH
  • MILLER LITE • CHI-RISH
  • MILLER LITE • CHI-RISH
  • MILLER LITE • CHI-RISH

EMMI CAFFÈ LATTE • THE COOLER COFFEE

challenge

Launch Emmi Caffè Latte as a niche brand in the already cluttered ready-to-drink coffee category.

insight

“I’m ready to discover ‘what’s next.’ I love discovering new experiences and am willing to explore the unconventional pathway.”

solution

Connect Emmi with its target consumer—where they live, work, play and purchase—to drive consumer intrigue and discovery that Emmi owns cold coffee drinks.

touch points

Teaser Program, Guerilla Marketing, Event, Public Relations, Interactive, Social Media, Outdoor Radio Remotes, Retail Point-of-Sale, Sampling, Charity Overlay

  • EMMI CAFFÈ LATTE • THE COOLER COFFEE
  • EMMI CAFFÈ LATTE • THE COOLER COFFEE
  • EMMI CAFFÈ LATTE • THE COOLER COFFEE
  • EMMI CAFFÈ LATTE • THE COOLER COFFEE
  • EMMI CAFFÈ LATTE • THE COOLER COFFEE
  • EMMI CAFFÈ LATTE • THE COOLER COFFEE
  • EMMI CAFFÈ LATTE • THE COOLER COFFEE

REGIONAL MARKETING IS RELEVANCY IN A COMMUNITY. To have relevancy, brands need to have local understanding, cultural context and authenticity. Upshot regional marketing creates preferred brands in communities by tapping social networks, participating in local dialogue with topical communications and connecting through shared interests. Ultimately, programs evolve consumer brand relationships from simply buying a product or service to demanding ‘my brand.’

  • upshot
  • emak worldwide
  • www.upshot.net