Miller Lite Challenges Fans to Choose the SI Swimsuit Issues' “Greatest Bracket Ever”
To help launch Sports Illustrated’s 2010 Swimsuit Issue (www.si.com/swimsuit), Miller Lite is giving consumers the unique opportunity to vote on SI’s “Greatest Bracket Ever,” a March hoops-esque bracket in which fans ultimately choose the top SI Swimsuit photo of all time. As the official beer sponsor of Sports Illustrated Swimsuit, Miller Lite sponsors the bracket that launches today in the swimsuit section on SI.com and on the Miller Lite Facebook page.
In addition to filling out the Greatest Bracket Ever, fans also will get the chance to sign up for the Miller Lite Bracket Challenge, one of the largest online March hoops brackets in the country. To kick off the promotion, Miller Lite has a special two-page ad in the SI Swimsuit Issue, debuting today, featuring 2005 and 2006 SI Swimsuit model Mallory Snyder. Snyder also will appear on posters and other retail merchandising materials for Miller Lite.
“There is no doubt that a Triple Hops Brewed Miller Lite is a ‘taste of greatness’ and what better way to compliment the first choice in great tasting light beer than with the opportunity to chose from 32 of the best SI Swimsuit photos of all time,” said Miller Lite marketing vice president Grant Leech. “Our partnership with SI is going to give beer drinkers some very difficult decisions to make over the next two months as they vote on the best swimsuit poses this month and then make their March hoops picks.”
To enter and get more information about the Greatest Bracket Ever, fans can go to www.SI.com/swimsuit or visit the Miller Lite Facebook page, where they can also sign up for the Miller Lite Bracket Challenge for March hoops. Last year, more than 750,000 people participated in the Miller Lite Bracket Challenge during March. This year, with the addition of the link to the Swimsuit Issue, more than 3 million people -- 2 million online and another 1 million via mobile -- are expected to participate in the challenge.
“We’ll use the excitement around the launch of the Swimsuit Issue, one of the biggest media events of the year, to build momentum for Miller Lite as we head into March hoops,” said Jackie Woodward, MillerCoors vice president of marketing services. “Advertising in the Swimsuit Issue is a great forum, but we took it a step further by building an integrated, multi-platform program that will engage beer drinkers for two full months.”