THE
IT’S MILLER TIME
BOAT
A custom ride & exclusive experience for lucky sweepstakes winners.
Client: Molson Coors Beverage Company
Locations: Jacksonville and Tampa, Florida
Launch Date: Spring 2023
Product: Miller Lite
Challenge
Molson Coors sought a bold, unconventional way to break through a saturated sports marketing landscape for Miller Lite with an experience that would both excite fans and drive measurable digital engagement around its sponsorship of the Jacksonville Jaguars and Tampa Bay Buccaneers during the 2023 football season.
Solution
Enter the It’s Miller Time Boat Experience—a one-of-a-kind sweepstakes offering fans the chance to cruise to a game in style aboard a branded, double-decker pontoon boat. This floating VIP lounge didn’t just deliver winners to the stadium; it turned heads as an eye-catching OOH advertising asset, cruising the Hillsborough River in Tampa and the Saint John’s River in Jacksonville. The campaign was deployed in two markets, with unique sweepstakes tied to each team’s fanbase.
Impact
This innovative campaign was recognized with a prestigious Telly Award in the category of GOLD WINNER: EVENTS & EXPERIENCES
BRANDED CONTENT, thanks to its creative execution and impressive results.
Multi-Pronged Approach
Before we hit the water, we hit the market to gain impressions, entries, and consumer data.
Mobile
Out-of-Home (OOH)
Digital
On Premise
DIGITAL ADS & SWEEPS
Jacksonville Jaguars Sweepstakes 2023
Tampa Bay Buccaneers Sweepstakes 2023
BOAT DESIGN & PRODUCTION
Credits
Tim Frank
Producer | Creative Director
Andy Meholick
Producer | Operations Director
Michael Wozney
Producer | Field Marketing | Promotion Video Capture & Edit
Katherine Ross
Producer | Field Marketing
Special thanks to all partners and contributors who worked together to bring the It’s Miller Time Boat Experience to life! Including but not limited to: Captin Drew & Drew Jr, firsts mates, Ryan Foley, David Frank, Danny Zientek, Quenton Frank, & Ryan Burkes, Champion Distributing, Jay Jay Taylor Distributing, the innovative team at Molson Coors Beverage Company, & all of their supporting agencies.
