Miller Lite- Offline Cans

Building on last year’s brilliant, if risky campaign, Miller Lite has been selectively offering limited edition “offline cans”, intended to reward drinkers who go offline.  This is how their blog explained the promotion:

Using new-to-market technology in partnership with Facebook, legal-age drinkers can scan a QR code that triggers a 30-minute countdown that can be synched among friends’ phones. Groups who collectively put down their phones (or “go offline”) for at least 30 minutes could be eligible to receive a Miller Lite Offline Can.

Meanwhile, they have also been a running a couple of 15 second spots.  This spot, in particular, stood out for me.