Case Studies

Miller Lite : Indy 500

MillerCoors (Miller Lite) increased the sales of their products in 7-Eleven convenience stores across the USA through an instant win promotion emphasizing both companies’ sponsorships of the Indianapolis 500.

Miller Lite promotional material was placed in 7-Eleven locations nationwide promoting a chance to win a trip for two to see the Indy 500. Contestants could enter either online or using SMS Text to Win, with contestant data collected through online registration for database generation.

Objective

  • Leverage Indy 500 sponsorship
  • Increase sales of MillerCoors products in 7-Eleven convenience stores across the USA
  • Drive traffic to the Miller Lite website
  • Increase impact and effectiveness of in-store promotional campaign

Program

  • Promotional material displayed in 7-Eleven stores nationwide
  • Instant win contest format
  • Entries submitted online or by SMS text to win
  • Odds of winning dependent on date and time of entry
  • Secure, reliable technology for contest accessibility and equal odds
  • Four prizes of trips to the 93rd Indianapolis 500
  • Contest run of one month

Integration

  • Cross-promotional mechanism between MillerCoors and 7-Eleven stores emphasizing Indy 500 sponsorship
  • Entry methods included online submission and Text to Win options

Results

  • Increased exposure of MillerCoors brands in 7-Eleven
  • Increased sales of MillerCoors products in 7-Eleven stores nationwide
  • Generated awareness of 7-Eleven and MillerCoors' sponsorship of the 93rd Indianapolis 500
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