According to some industry professionals, the marketing muscle of quality and relevant digital content is second to none. And one of the biggest brands in beer is about to find out if there’s any truth to that assertion.
MillerCoors has just inked several new digital content partnerships designed to ensure a strong connection between the company’s beers and the legal-drinking-age Millennial consumers who are doing everything online, from planning their night out with friends to discovering the latest music or a new video that has to be shared with everyone they know.
“In any bar, you’ll see people at every table with a beer in one hand and their phone in the other,” said Andy England, chief marketing officer at MillerCoors. “Our consumers live online and expect the brands that matter to them to embrace the digital world. Ultimately, our marketing always has been and always will be about that conversation between friends. That’s why people get together at a bar. It’s why they have friends over to watch the game. It’s what beer is all about, and now that conversation increasingly is starting in the digital space. With these partnerships, we’re better positioned than ever to be part of that conversation.”
According to details shared with MMW, the new partnerships feature:
- A refreshing new look at some of today’s great names in music with Complex Media
- A special music tour featuring local chefs and artists with Spotify
- Comedy platforms with Comedy Central and Funny or Die
- The creation of a specially programmed version of theCHIVE with content from Woven Digital
- A real-time campaign using weather data with The Weather Company’s WeatherFX division
- The creation of a technology-driven publishing platform with AOL Advertising that leverages its family of media brands, leading technology offerings and partner network.
“The purchase decision is a never-ending cycle in beer,” adds England. “Our guy may be in the convenience-store during the day to buy a 12-pack for his house, then at the bar with his buddies that night. Every time he opens a cooler door or calls out to a bartender, he’s making a new decision. That means we must have a continuous conversation with our legal-drinking-age consumer. And we have to show that we understand what matters to him. It’s about customization, localization and socialization, and that means our marketing plans are increasingly about digital.”