Miller became the exclusive beer partner for ESPN Shorts, the first ever in-programme short film franchise. The brand was brought to life with an engaging, progressive short film that aired episodically in-programme as a part of ESPN’s SportsCenter. The storyline embraced Miller’s brand traits, organically seeding them within the characters and the plot line. Extensions were created in non-traditional television arenas such as online & broadband, creating a rich environment of discovery for the young male consumer.

After just two weeks, Miller Lite sales increased by 14.3%. Consumers commended Miller for associating with the progressive, uncompromising show: “Recognising the bold truth of this show makes you ‘president of beers’ in my book! I will gladly buy brands whose marketing strategies are sensitive to consumers’ viewing preferences.”