Miller Coors Team MGD 64

Brand Ambassador Team Helps New Product Launch

Challenge
MillerCoors launched its latest low-calorie beer, MGD 64, targeted at active, health conscious consumers. Miller Coors’ new product launch objective was to increase product awareness and trial with drive to retail support.

Solution
MillerCoors and Active Marketing Group partnered to create Team MGD 64, a group of 72 unpaid, socially active enthusiasts and key influencers in nine target markets. Team MGD 64 members talked about and shared MGD 64 with others by creating social networking opportunities, from tailgating at baseball games and attending fitness classes to organzing happy hours with friends and co-workers. At these events, team members promoted the MGD 64 brand through product trial, apparel, giveaways and coupons. Team members and their respective markets accumulated points for each event and competed to earn as many points as possible throughout the program, with weekly and overall prizes distributed to keep the team motivated and enhance the campaign’s overall effectiveness. A Team MGD 64 microsite, weekly emails and other online communities were created to keep the team connected, share their events and experiences and virally grow the initiative.

Results
Team MGD 64 provided MillerCoors with a very successful solution to virally spread the word about the MGD 64 brand in nine of its key target markets. MillerCoors has recognized the success of the team and is looking to expand the campaign with an increase of markets and teams scheduled for next year.

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