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CHICAGO -- Miller Lite will kick off its Taste Points program on May 1 just in time for legal-age beer drinkers to hit the backyard barbeque scene.
Through July 31, consumers will be available to collect Taste Points and submit them for a chance to win prizes. Points can be found on specially marked packages of Miller Lite and by checking in on foursquare at participating bars and restaurants. Miller Lite drinkers can bank their points or join with friends to win thousands of daily and weekly prizes, or one of three epic prizes -- including a trip around the world, according to a company press release.
The beverage maker is supporting the Taste Points program with television commercials directing viewers to TastePoint.com to register. The program is also backed by print, radio, out-of-home and digital advertising, retail point-of-sale and public appearances by the Miller Liteguards at special events.
"Great-tasting Miller Lite is here to save beer drinkers from having anything but an epic summer," said Grant Leech, vice president of marketing for Miller Lite. "Our Taste Points program will reward loyalty in a very cool and multi-faceted way, utilizing unique codes on specially marked packages of Miller Lite in concert with popular social-media platforms such as Facebook and foursquare. And of course, our Miller Liteguards will be out in bars and restaurants all summer long, ensuring men are making manly decisions, like choosing their light beer on taste."
As part of the summer campaign, the Miller Lite Taste Points program requires consumers to be members of Facebook. Those consumers then invite Facebook friends to enter with them to win weekly and epic prizes that are awarded to groups of four or eight people.
The awards on the line include a trip around the world, an island-hopping adventure in the British Virgin Islands, and a trip to the Indy 500 and the NASCAR Sprint Cup Series race in Charlotte featuring Miller Lite driver Brad Keselowski -- held the same day -- with a private jet to get from one race to the next.