Media engaged readers via a story following four, relatable guys on a journey to New York City. The story appeared in four titles - Maxim, Blender, Stuff, Maxim en Espanol — totalling 32 pages of English and Spanish content in one month. The creative — 'reality TV' captured in print — was shot in familiar scrapbook style disguised as editorial. The tale mingled music, fashion and sex cues with the brand and included Lite’s logo throughout each page.

Miller Lite sales increased +9% nationally and +14% regionally. The plan netted significant efficiencies compared to the traditional model: $100M+ of free media, 70% media savings and 50% production savings. The creative produced the most successful click-through rates in Miller or Dennis history, and the campaign contemporised Miller Lite’s image.