Sports and beer seem to be inextricably linked in American culture. Miller64 is taking advantage of the relationship in a new campaign, Go64, in which it asks consumers to tell the world via Twitter and Facebook just how they are competing (and enjoying their post-game brews) this summer.
The campaign that encourages consumers to “Go out, Go play, #Go64,” has MillerCoors using a wide variety of networks, from posting images on Instagram to producing a six-part web series entitled “The Sub” featuring the brand. The series features big-name athletes who show up to help rec-league teams take on their biggest rivals. The first features NFL receiver Terrell Owens.
“The Sub” does an impressive job of not throwing the name of Miller64 into the face of viewers at every opportunity. "We didn't want to try to force the brand in where it didn't make sense," brand manager Elaine Obergfell told AdWeek. Fox Sports aired the broadcast premiere of this half-hour series on Sunday, August 4, 2013.
Other sports greats that will be featured in the series include former NBA player Gary Payton, beach volleyball pro Jennifer Kessy, former baseball great David Justice and Brandi Chastain, who pumped up sports-bra sales after she ripped off her jersey when she scored the World Cup-winning goal in 1999. (Source: FOX Sports)