The Sports Illustrated Swimsuit Issue is the “main event” of publishing. The goal is to have Miller optimise and compliment the power of this experience in order to win the hearts and minds of beer drinkers, while achieving active consideration for Miller Lite/MGD.

By developing a unique, exclusive opportunity with six-page editorial content and Marisa Miller photo shoot, Miller Lite/MGD achieved implied endorsement from a celebrity model through editorial positioning, personal interaction with readers both at the photo shoot and through its sweepstakes, as well as product requests at no additional cost.

As one of four models on the cover, readers are drawn to Marisa Miller as a featured model. Within her section is a humorous Miller Lite/MGD six-page Supermodel Photography Manual, showing readers how to prepare for their own spot at the Swimsuit Issue photo shoot next fall. After her initial photos, the branded manual opens to a four-page gatefold of Marisa Miller content. The entire branded piece is followed by behind-the-scenes footage of Marisa’s shoot.

Building off print elements that engage the reader with the entire swimsuit experience, additional episodes were created to round-out the swimsuit experience with additional in-book creative, a customised swimsuit broadband/flash website, a sweepstakes providing a chance to attend next year’s photo shoot and a swimsuit party at the Super Bowl. Together, these episodes provided readers with additional access to photos, video, webcasts and direct interaction with Marisa and our brands.

We worked with Sports Illustrated to obtain exclusive use of Marisa Miller, one of today’s sexiest female models. Use of Marisa, by clever connection of the Miller name, provided Miller Lite/MGD with direct brand-to-model relevance that no other advertiser could achieve. Through this unique relationship, Miller provided readers with a first-ever swimsuit experience that allows for them to interact with Marisa and other models through multiple contact episodes. Each engaging, flirtatious touch point would generate excitement and get male readers entrenched in an ongoing relationship with Marisa and other models.