• Brandweek, Wednesday, March 5, 2008 11:30 AM

Miller Brewing is launching Miller High Life Extras, a points-based loyalty program that rewards consumers who are "living the high life." Consumers earn points by purchasing specially marked 12-packs or 30-packs of Miller High Life and Miller High Life Light. Each bottle or can is worth 10 points.

By uploading point codes at MillerHighLife.com, consumers can receive merchandise ranging from High Life screen savers (worth 60 points) to branded fire pits used for campfires (worth 31,000 points). Other merchandise includes a Miller High Life deliveryman shirt, boxer shorts, a hooded sweatshirt and baseball caps.

Previous beer promotions by Miller and other brewers have featured online codes that can be redeemed for merchandise, but they were typically part of in-and-out programs that lasted for the duration of the program or a specific season. Miller High Life Extra points can be collected and redeemed through Feb. 28, 2009.

Read the whole story at Brandweek »