MillerCoors knew who was buying its beer. But who wasn’t? To reach out to those non-MillerCoors drinkers, the brewer created an experiential marketing program for bars, restaurants, fairs and festivals that encouraged people take the Miller Lite Taste Challenge, a head-to-head taste battle featuring MillerCoors products vs. its competitors (BTW, MillerCoors products won hands down).

As part of this effort, Fullhouse developed a promotion “centerpiece” that allows MillerCoors field teams to quickly capture consumer data including name, age and e-mail address. It's a Tablet PC-based mobile marketing system that instantly engages the consumer, quickly captures their personal data using handwriting recognition, leads them through a few short survey questions and helps generate excitement for MillerCoors beers.

As a thank you, consumers receive a branded digital photo, personalized campaign button or custom t-shirt. In return, MillerCoors connects with consumers who could soon switch to a better brand of beer. MillerCoors.