Miller Lite takes to the beach with experiential roadshow


Summertime sure is busy in the experiential marketing world.

With the warmer weather drawing more people out of their houses and onto the streets, the summer months offer great opportunities for brands to connect with a wider audience. And there’s no better way to bring your products to life than by engaging consumers in face-to-face outdoor marketing.


US beer brand Miller decided to do just that and surprised fans across the US this month with a series of summer-themed experiential activations.

An eclectic mix of live experiences, free giveaways and light-hearted pranks, the activations were part of the brand’s national ‘Summer of Kickbacks’ campaign.

First off, Miller took to the skies to surprise beachgoers in Florida. Billboards along the beach encouraged sun-seekers to look up to where a Miller Lite branded plane circled the beach. But instead of generic advertising, the plane flew banners with cheeky personalised messages for people on the beach.

The unsuspecting victims were rewarded with a cool can of Miller Lite beer – hopefully taking the edge off their embarrassment!

Other activations included a Miller Lite sunscreen-spraying booth at the beach, a giant game of Jenga and pop-up appearances from the brand at festivals and sport events across the country.

Check out the full collection of activations in this video:

Alcohol brands aren’t shy when it comes to the inventive use of experiential marketing. Here are five of our recent favourites.

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Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.