And speaking of public places...
Advertising focuses on keeping a name in the public eye. We’ve seen some examples of how rich media can harness various forms of interaction, but few industries have leveraged the tool to integrate themselves with the very public sports/events sector as the beer industry has.
Jon Tauber, senior manager of digital marketing at Miller Brewing Company worked with Eyeblaster toward that very goal.
Click here to interact.
"Generally speaking, as our online efforts focus on going where our consumers already are -- engaging them on their own terms -- interaction rates and brand measurement studies (via a control and exposed) are increasingly important," says Tauber about Miller's local events campaign.
"For Miller High Life, our local event banners had a very high brand interaction rate," he says of the metric he considers most critical for the campaign.
As opposed to EyeWonder's Staples campaign and PointRoll's Kimberly-Clark campaign, the goal of the Miller campaign is to influence a decision that users will make at a specific time in the future.
In other words, Miller reached out to sports fans and offered them a service in return for their consideration. As a result, very different metrics indicated success.
While the Staples ad aimed at getting users to click and download, the Miller ad encouraged people to stay and poke around by doing some research for the user and allowing him to decide what action should be taken next. Hopefully, some type of Miller product would be served at the local events. Regardless, Miller has earned some hard-won interaction time, keeping its product front-of-mind for a sports fan's beer choice.
