Miller Brews Alt-Music Fan Net Program - Miller Brewing Co. and MP3.com promotion - Brief Article

Brandweek, April 2, 2001 by Mike Beirne, Tania Panczyk

Miller Brewing, trying to stay ahead of rival brewers, will target alternative music fans with exclusive tunes and a sweepstakes backed by radio and TV to draw traffic to mgd.com.

Miller has partnered with MP3.com for "MGD Blind Tracks," an online promo dangling music from new and established artists. Radio spots, via J. Walter Thompson, Chicago, which launched last weekend, tease listeners with a clip of unreleased music from mystery artists.

Listeners are told they can hear the entire track only by logging onto mgd.com which also offers information about the artists and touring schedules. Up to 10 new songs, including tunes from urban, pop and rock genres, can be streamed on the Web site.

"MGD JetTour" launches simultaneously offering winners over 21 a whirlwind tour of clubs and concerts in Chicago, Los Angeles, New York and San Francisco, via a private jet.

The promo marks this year's debut of clear label MGD and MGD Light bottles. Consumers peel off the neck label to reveal an online code that they can enter on the site to see if they win. Prizes include a $100 Ticket-master gift certificate. Zipatoni, St. Louis, handles the Jet Tour TV campaign.

The Web site also will promote MGD Blind Date with info on how to win tickets. The fifth edition of "Large Bands, Big Mystery, Get Lost in Sound" starts in July with a "Peel and Reveal" label campaign. TV and radio support, along with POP at retail and MGD teams hitting bars and nightclubs.