When Miller Brewing Company launched its new “malternative” (alternative alcohol

drink) SKYY Blue citrus-fl avored malt beverage, the company was looking for a

unique way to introduce its new product to 20-somethings who were increasingly

turning to these types of alternative alcoholic beverages.

Miller looked to AdverTickets to help create an innovative advertising program that

would reach trend-infl uencing individuals as they walked in the door of clubs and

entertainment venues that offered the new premium spirit. Miller hoped that by

promoting its new spirit to consumers at clubs and entertainment venues, it would

help boost sales at places where SKYY Blue was already on the shelves and also

get the product on shelves where it wasn’t already being sold by creating a “buzz”

and consumer demand in the marketplace for the beverage.

Utilizing AdverTickets’ large network of valet and parking companies, Miller was

able to select venues that catered to its target audience—more affl uent, trendy

consumers who frequented clubs and entertainment venues with valet service.

Miller launched an aggressive valet campaign distributing 760,000 SKYY Blue

valet tickets in fi ve months.

With the introduction of several other “malternatives” in the market around the

same time, Miller’s valet campaign was successful in directly reaching its target

consumer at the point of purchase. Miller was able to successfully get its SKYY

Blue spirit into bars and clubs where it wasn’t initially being sold.

Don Faust Jr. with Faust Distributing Company (Miller Brewing Company) and

Tiffany Williams with Creative Animal (Faust Distributing Company’s agency of

record) noted that the campaign was an “effective and innovative way” for them to

introduce SKYY Blue and had this to say about the program:

“This advertising medium gets right into the hands of the customers as they

walk into an account! With the bright four-color design and impactful responsible

drinking message, this multiple-part ticket leaves a lasting impression on the client.

AdverTickets has been incredible, working closely with us through the contract

phase, ticket design and printing, hand-selection of the appropriate accounts for

placement and monitoring the distribution in the fi eld.”

View PDF...

Founding Premier Member of GreatOutdoorNetwork...