How Miller Light Reaches Alumni Groups
Helping Miller Coors better understand preferences in group settings was the mission for a series of events and surveys staged in late 2011.
The Miller Lite brand wanted to enhance its brand equity amongst college alumni clubs. Through Groupable these various groups are invited to have their game viewing events sponsored at local taverns.
The clubs got their own drink specials, drink samples, catered buffets, sponsor paraphernalia (t-shirts, mugs, posters), and even a visit from the brand celebrities. In return, the club members Tweeted, blogged, made Facebook posts into the “social stream”regarding the event and the sponsor’s products.
Groupable collected and measured these digital word-of-mouth opinions to show the sponsor how influential and extensive these groups can be.