The Objective:
For Miller Brewing Company to become more relevant among the 21-45 year-old drinking crowd in the state of Texas.

The Strategy:
Miller Lite Texas Regional Band Program

Miller sponsored several different genres of bands throughout the Lone Star state. Genres included: rock, tejano, country, norteno and hip hop. Artists included Grammy award nominees Pat Green, Grupo Vida, Tracy Byrd and David Lee Garza. Bands were contracted to play reduced rate gigs at Miller sponsored fairs and festivals as well as do Meet N' Greets with Miller reps, executives and guests. Bands were given branded items such as guitars, t-shirts, koozies, posters guitar picks and other swag. Miller also sponsored Austin's South By Southwest (SXSW) annual Music, Film and Interactive festival as part of their overall efforts in Texas.

The Success:
This program proved to not only be successful for Miller, but for the bands as well. Bands were given the opportunity to play high profile gigs throughout the state, while Miller was able to benefit from the band association. Miller's product, logo and message were viewed by millions during the duration of this program. This was a true partnership that proved rewarding for all parties involved.