Miller Design Lab
Background
Molson Coors, launched the ‘Miller Design Lab’ for their Miller Genuine Draft brand to provide a platform where renowned designer Jeff Staple can curate the latest cultural trends. We
We ran a popular competition in 16 markets where entrants were asked to upload a photo of themselves on an exceptional night out to win one of 100 limited edition jackets.
What we did
We produced an in-depth legal review for Molson Coors listing each of the individual laws surrounding alcohol promotions and free to enter competitions in all 16 markets. Once we had decided on the route for the promotion our legal team handled all the registration and tax considerations. They then drafted a set of judging criteria for the competition and drafted Terms & Conditions in nine different languages. Meanwhile our development team built an entry site that perfectly blended with the distinctive black and gold Miller brand.
- 16
- countries
- 100
- winners
- 3
- month duration
The PromoVeritas Touch
Miller used our legal review to determine which markets were best to target and to ensure there were no legal problems further down the line. We used our judging criteria to reduce the thousands of entries down to the final 100 winners whose photos best matched the brief of creativity, uniqueness, and Wow! Factor.
Once our judges had selected the best photos, we then carefully gift-wrapped the jackets and organised their delivery to winners around the world to countries including Ireland, Argentina, Australia, Sweden, Chile, and South Africa. Amongst all the positive feedback we received from the delighted winners, this comment sums up why PromoVeritas are so passionate about promotions; “I just received my prize. It is beautiful and the packaging is perfect, I feel so special with the personalised card too. So much love!”
