Homegating – Miller Lite

Miller Lite recently has started to execute a terrific NFL/Cause-marketing program where consumers can bid on Ebay.com to host NFL viewing parties at their homes with retired NFL veterans.  Winning bids will benefit the Gridiron Greats Assistance Fund (GGAF), a non-profit organization providing financial grants and medical assistance to retired football players in dire need.

Players Includes:

  • Ahman Green
  • Emmit Smith
  • Jonathan Ogden
  • Barry Sanders

Offering value and excitement for consumers who wish to “Homegate” vs “Tailgate” is a trend worth watching, especially in this down economy.  With record high ticket prices and unbearable concession prices, consumers are choosing to stay home & save their disposable income vs. headed to the stadium and watch their favorite team drain their wallet. Miller Lite has built a program with their fans interests at heart. Besides a great spread and complimentary beverages, fans get to interact on a personal level with their favorite players. This access and excitement will be shared viraly amongst friends and create enduring bonds between Miller Lite and their fans.

Miller Lite has developed compelling content and integrated themselves into consumers lives in a relevant format.

“Since the football season is heating up, we want to give fans the chance to taste greatness and have an awesome homegating experience with their friends and some phenomenal former football players,” said Kevin Oglesby, Miller Lite marketing director. “There’s no better way to watch a game — hanging out with a football legend while enjoying delicious food and great tasting Miller Lite, all while raising money for Gridiron Greats.”

This entry was posted in Activation, Beer, Cause Marketing, Promotions, Sponsorships, Sports and tagged , , , . Bookmark the permalink.

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