The Objective:
Miller Lite wanted to further increase visibility and presence at national music festivals, which they were already sponsoring.

The Strategy:
Maxim Oasis

Maxim and Miller Lite teamed up to produce a series of six VIP after-parties for several national music festivals. Using the “Oasis” theme, the events featured Harem-like décor including draped and pillowed beds with Middle-Eastern style netting and Moroccan lamps. Maxim models in specially designed belly dancing costumes mingled with the crowd. Over the course of the tour, venues varied from tents at the festival grounds to popular local nightclubs. Each event had a distinct Maxim vibe and was promoted to the hip clubbing crowd. Partygoers were treated to a DJ, free Miller product and a light buffet. Maxim Magazines were on hand for free distribution to consumers in all markets. Various signage hung throughout, depending on the type of venue. The Miller Lite/Maxim Ultimate Six Pack took place at: South by Southwest (Austin, TX), New Orleans Jazz Fest (New Orleans, LA), Music Midctown (Atlanta, GA), Summerfest (Milwaukee, WI), LoDo (Denver, CO), and Bumbershoot (Seattle, WA).

The Success:
The Maxim/Miller Lite Oasis parties experienced a very solid attendance in all markets. Depending on the size of the venue, the event entertained from 350-1,000 VIP guests of Miller, local distributors, consumers and talent from the festival.

While the parties were predominantly consumer-driven, they also saw their fair share of rock star attendees including Pharrell Williams from N.E.R.D, Billy Corgan with members of ZWAN, The Josh Kelly band and Josh Todd of Buckcherry. The Maxim/Miller Lite Oasis was a favorite destination among festival after-parties and helped to raise the level of visibility and appeal of Miller Lite among festival attendees.