Challenge
Create excitement around the Indy 500 race for it's centennial year.
Solution
The Indy 500 is a huge regional program for Miller Lite. As the centennial year and a huge sponsor of the race
The Indy 500 is a huge regional program for Miller Lite. As the centennial year and a huge sponsor of the race
the promotion had to be compelling and the visual representation rooted in the heritage of the famous race. The idea to highlight the icons that are most recognizable among race lovers and fans. The trophy, the tower and the iconic Indy 500 car were all utilized in the art. The promotional ideas differed based on environment.
Retail activation centered around the chance to win an Indy 500 pace car. The on-premise activation promoted
the exciting carb day party and concert. Consumers could instantly win VIP tickets to the Miller Lite Party
deck and have the ultimate carb day experience.
