Miller Beer :: Trick Banner Ads
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As part of rolling out a new series of "Miller Ref" ads, we had fun with the target audience by enticing them to do highly un-manly things on tres-manly websites like SportsIllustrated.com, then flagged them for their lapse with beer-related penalties echoing football terminology.
Interactive banners tempted them to participate in chest-shaving (Flagrant Manscaping), writing poetry (Unbeermanlike Conduct) or getting wine coolers (Roughing the Palate). Those who succumbed were sent to the Miller site for remedial viewing of the new ads.
The trap is set on SI.com
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