The Objective:
Throw a party in conjunction with other Miller-sponsored All Star weekend festivities including: a Bon Jovi concert on Friday, July 11 at Tweeter Center, a GooGoo Dolls concert at the Metro on July 12 as well as Lollapalooza’s stop at the Tweeter on July 12 and the Tropicana 400 at the Chicago Motorspeedway on Sunday, July 13.

The Strategy:
Playerz & Playmates All Star Party

All the weekend’s events provided opportunity for brand visibility through print ads, radio, on premise promos and on-site presence. The party was held on three levels of the Excalibur nightclub, located in downtown Chicago. Patrons received a wristband with four drink tabs. Complimentary food was provided on buffet tables. A DJ spun music on the entry level as well as another DJ on the main level. Playmates signed autographs on headshots, Playboy magazines and commemorative posters. Playboy Cyber Girls were also present as well as go-go dancers. A body paint station had women getting airbrushed and Chicago radio personality Mancow held a contest on the lower level to find Playboy’s next Cyber Girl. All events were taking place simultaneously within different areas of the club.

The Success:
The Playerz & Playmates party drew over 4,000 people including several celebrities. Miller also used this event to entertain retailers, distributors, consumers and local winners.

The party received national attention via Mancow’s morning show as well as the Chicago Reader, Chicago Scene, Chicago Sun Times, The Reader and Playboy.