Active 20-somethings don't make resolutions.
So, how do you reach these milennials in the new year? Give them ways to do more of what they're already doing—hanging out and competing with friends.
Miller64 dared its drinkers to try something new with Dareball. Partnering with deal site LivingSocial, Miller64 drinkers could enter a code online to catch a Dareball— a deal for under $64 with anything from a day on the slopes to a indoor rock climbing adventure, topped off with a Miller64. Throw the dare to a friend and you could get coupons and deals.
This conceptual campaign featured in-store POS and packaging with copy that called out the promotion. On-premise and out of home was intended to create intrigue and drive people in store to grab Miller64.