MillerCoors Leverages Digital to Intercept Consumers

SCHAUMBURG, Ill. — Digital marketing is a valuable tool in motivating consumers to consider MillerCoors brands while outside the retail environment, Mark Weslar, the brewer’s director of customer marketing, said at the Shopper Marketing Summit.

As an example, MillerCoors sponsors sports trivia — branded “Cold Hard Facts” — on the ESPN app.

Mark Weslar (Brian Morrison Photography)

The partnership has produced positive results.

“We’ve seen off-the-charts engagement rather than typical click-through,” Weslar said yesterday in a session on the second day of the Summit.

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In another example, MillerCoors partnerd with ESPN.com to advertise on ESPN’s “Alumni Bar Finder,” a database that helps sports fans find bars where alumni from certain colleges and fans of specific teams are known to gather.

“It’s a way to deliver value in the context of where the consumer is,” he said.

Such efforts help MillerCoors intercept consumers and motivate them to consider its brands.

“It may not close the sale, but it gets them thinking about your brands,” he said.