Market Research: Miller-Coors

A Miller Lite Survey Lounge was an idea for Miller Coors that was wildly successful. The “Lounge” featured buckets of Miller Lite Vortex bottles and Miller Lite branded gifts from the Miller Lite Gear site. These included hats, work shirts, bottle openers, playing cards and sampler glasses. To receive the gifts and/or coupons for food and beverages, participants were required to complete a survey, provide their e-mail address and alumni affiliation. In addition, a temporary Miller Lite Survey Lounge Facebook site was created to capture further additional info from those with Facebook profiles (approximately 50% of participants).

For this particular event, we secured 52 survey respondents from the approximately 90 patrons on site, along with 26 Facebook “Likes” during the 2 1/2 hour event window. This singular event with its unique sample size achieved both data collection objectives as well as brand promotion objectives. Miller Lite visibility and consumption had a marked increase for the location and the response to the process was universally positive from both patrons and proprietor.