MillerCoors launched Miller Fortune as a 6.9% alcohol by volume beer meant to compete against liquor for the favor of consumers ages 21 to 27.

It’s tagline “Fortune favors the bold” played into good ol’ FOMO: If you good home early, you never know what experience you’ll miss out on. The bottle cap even had a different colored spade logo on both sides so you could flip it (heads or tails) as a way to help aid in your nightlife decision making.

To bring this to life in social, instead of UGC we hired a photographer to travel to bars in different cities: meeting real people, making friends and documenting fun nights out. Nothing staged, just capturing the magic as it happened and us curating and throwing up the content night after night.

For digital we created an app containing among other things: a real-time list of interesting things going in your vicinity and a function allowing you to flip a virtual bottle cap to help decide where the night would take you.

Miller Fortune Social

Miller Fortune mobile web

Miller Fortune SocialInstead of relying on UGC photos for social content, we enlisted a photographer to go around from city to city documenting the drama of a night out. This allowed us to establish an a visual look and feel that connected with rest of the work and provided us with a year’s worth of content for our social and digital efforts.

Miller Fortune mobile webOther beers have product locators; Miller Fortune has a “lifestyle” locator. Partnering with UrbanDaddy we pointed people not only to establishments where they could find Miller Fortune, but also places that didn't serve the product and would deliver on the promise of an unexpected night out.

Miller Fortune mobile webFacts about the beer were served up in a dramatic visual style reminiscent of the TV.

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