• by Staff Writers , September 5, 2008

Finalist - Newspapers

Katie Ford, Valerie Beauchamp, Courtney Collins, Ashley Huggett, Angie Strobl, Shannen Gillespie, Vanessa Reed, Kathy Kline

Chicagoans 21 to 34 years of age thought of Miller High Life as an irrelevant, old man's beer - when they thought of it at all. Starcom USA had to show them that Miller means good times with friends at the local bar. It placed ads in the nightlife section of the free daily RedEye - normally stuffed with ads for trendy clubs - for The High Life Games, tournaments in local bars with darts, billiards and more. As the games began, Starcom ran multipage brackets so readers could track winners, and placed branded info for upcoming events on the front page. Miller High Life sales at the bars hosting the games shot up 68 percent, and 31 percent of RedEye readers reported a more favorable view of the brand.