The Offline Can
Once upon a Miller Time, being “social” meant getting together over a couple beers. But today, technology has enabled us to connect with each other virtually anywhere. The problem is, being so plugged in has a lot of us feeling pretty left out (and a lot of bars pining for patrons). To us, the answer was simple: less screen time and more Miller Time. So we created and launched the Miller Lite “Offline Can”—a symbol of our commitment to living life offline. In addition to the can, we surprised everyone by announcing we were going dark on social media. Then we put our money where our mouth is and gave everyone who unfollowed us a free Miller Lite. Influencers helped us get the word out by going dark for 24 hours, and lucky beer drinkers received limited edition Offline Cans for locking their phones. In the end, the Offline Can was lights out, and younger beer drinkers were super into our message. It’s funny what can happen when you put down your phone and pick up a Miller Lite.