The Objective:
For Miller Genuine Draft to give fans the experience of seeing A-list Artist at discounted rates and have exclusivity at the venue.

The Strategy:
MGD Pure Night Out

MGD Pure Night Out was a concert series that brings "pure fans" a unique experience with multi-genre artists. Concerts for 2003 were held in Chicago, San Francisco, Los Angels and Anaheim. Artists that played the various markets included: Trapt/Seether, Cypress Hills, Busta Rhymes/Chingy, Snoop Dogg, Evan Dando/Rhett Miller and Ludacris.

The Success:
Fans were treated to cheap ticket prices and MGD price specials at the venue. Meet N' Greets were conducted with each of the Artists for on-premise and radio winners.