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(Appeared in PROMO Magazine - September 2001)
Milwaukee-based Miller Brewing Co. next month teams with Los Angeles-based movie studio MGM on a national Get Your Party Vamped campaign expected to feature placement in as many as 40,000 retail outlets.
The month-long effort will be tied to MGM1s 66-title collection of horror videos and will be flagged on Miller Light, Miller Genuine Draft, and MGD Light packaging. Shoppers who buy 12-packs, 24-packs, or 30-packs can score one of three MGM movies -- The Silence of the Lambs, Stigmata, or Carrie -- for $3.99 (plus $1 for shipping and handling). On-pack coupons dangle additional $1 or $2 discounts off other titles.
"Retailers have created a selling window around Halloween," says Blake Thomas, MGM's executive vp-worldwide marketing. "We wanted to find a partner that would help us max out that window."
P-O-P materials will include stand-ups, display cards, and ceiling hangers. Zipatoni, St. Louis, handles for Miller, with assistance from PBM Marketing Solutions, Los Angeles, on the MGM side. Miller will fulfill the primary video orders, MGM the coupon orders.
"Combining the global recognition of Miller and MGM with the fun of Halloween allows us to entertain an even wider group of consumers," says Miller brand manager Mario Austin.
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