While the RedEye’s nightlife section is laden with club “specials,” we took control of the section as the lone option of a “real,” valuable time away from velvet ropes and cover charges. Our 100% customized program put the MHL at center-stage with a series of activities that built excitement in print and drove registration for the games online through RedEye’s website. As the games began, dynamic, full-size, multi-page ads dominated the nightlife section with brackets featuring each team’s name and helped people track winners. Branded post-it notes on the cover reminded readers of the upcoming festivities and online updates extended coverage.

MHL sales during the events exploded, increasing 68% at bars featuring the games. A consumer impact research study revealed 31% of RedEye readers had a more favorable impression of Miller High Life after the program’s conclusion and games’ ad recall was 17% higher than average RedEye ads and promotions.