The Miller High Life One Second Ad

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The Miller High Life One Second Ad is one of many PR case studies profiled in the textbook, Public Relations Cases. In collaboration with Dig Communications, Miller High Life developed a newsworthy, attention-getting, beer-selling campaign where a series of one-second ads were televised during the Super Bowl game in 2009. This was not only a great commercial, but it was a smart commercial; one that continues to be studied today. The Case of Miller High Life One Second Ad is a Public Relations case that falls under the category of social media cases. According to Hayes, Hendrix and Kumar, social media involves three distinct components. First, there is a new level of two-way engagement with key target audiences. Today, people expect…show more content…
In an interview with Richard Weiner, “The Practice of Public Relations,” he argues that that the top management of an organization will often contract help from an outside agency. Weiner, chief executive of Richard Weiner, Inc., a major public relations agency in New York city, contends that an outside agency is more likely to be proficient in media relations, and thus, more capable of attempting to achieve significant publicity in major media. Management is more likely to respect, and act on, the advice of an outside counselor as compared to their staff (270, 271). The quantitative research led the Miller High Life Team to conduct a Segmentation research study to find more about the target audience; males (35-40) and their feelings about the economy, Super Bowl spending, media consumption habits, and interest/activities. They learned that a consistent theme arose among participants: Anxiety over the poor state of the economy (Hayes, Hendrix, Kumar, 121). The High Life PR team coordinated informal focus groups with key audiences, including Miller Brewing local market managers, beer distributors, consumers, retailers, media, and bar owners to find out more about opportunities and obstacles surrounding the Super Bowl, the retail world and beyond. Quantitative research yielded the fact that the Super Bowl is viewed by more than 100 million people, and 28 million of those viewers host
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