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360° USC/UCLA RIVALRY PROMOTION. STOKE THE FIRE ALREADY BURNING IN USC AND UCLA FANS, AND LEVERAGE THEIR PASSION TO SELL MORE MILLER LITE. FANS C… Read More
360° USC/UCLA RIVALRY PROMOTION. STOKE THE FIRE ALREADY BURNING IN USC AND UCLA FANS, AND LEVERAGE THEIR PASSION TO SELL MORE MILLER LITE. FANS COMPETED IN REAL WORLD AND ONLINE CHALLENGES AND COLLECTED IN-PACK POINTS TO WIN ULTIMATE BRAGGING RIGHTS, PLUS $100,000 FOR THEIR SCHOOL. Read Less
Published:
CROSSTOWN RIVALRY CHALLENGE
CW: TOM DRENNEN
AD: AJ CROCE + MICHAEL HINDMAN

360° PROMOTIONAL CAMPAIGN: 
Retail POS, Promotional Packaging, Promotional Website, Promotional TVC, Print and Radio, On-premise and Game Day Stadium Activation

CHALLENGE:
California. State legal restrictions prevent most compelling promotional strategies and executions.

IDEA:
Leverage the existing USC/UCLA rivalry to engage passionate fans and help award a $100,000 charitable donation from Miller Lite.

USC & UCLA fans competed in real world and online challenges, and collected in-pack points, to win ultimate bragging rights and up to $100,000 for their school.



 :60 CROSSTOWN RIVALRY CHALLENGE TVC
:60 CROSSTOWN RIVALRY CHALLENGE RADIO
:30 CROSSTOWN RIVALRY CHALLENGE RADIO