Preparedness is key to success not only in our day-to-day life but also in work and in our free time. But we know that there are a lot of useful things that cannot be learned from books. You may be familiar with the structural components of a plant cell, but do you know how to keep your houseplant alive? Both theoretical and practical knowledge are important if you want to be an expert in life.
So in our recent Miller campaign, we set out to help university students find the right balance between the two.
Our goal was to build the awareness, consideration, and relevance of the Miller beer brand among university students by activation at universities and flagship pubs around campus, and by out-of-home advertisements in the area.
So this fall, we introduced Miller Academy
The academy welcomed every university student, and they could gain useful insights into adult life outside their regular seminars through the tips and know-how that we shared with them.
The main event of the campaign was the Miller Academy Quiz Championship in 5 Hungarian university towns: Győr, Debrecen, Szeged, Pécs, and Budapest, for which teams of 4-5 students could apply on the campaign’s website.
In these pub quizzes, created in collaboration with the popular QuizNight series, we didn’t put lexical knowledge first: we focused on practical knowledge instead. The participants could prove in the 3 semi-finals that they have a place in the final.
In the final round, the popular influencer Norbert Kamarás was the co-host of the event, and the teams with the most points played to crown a champion. The winner’s prize was a Miller gift box, which contained JBL speakers, Polaroid cameras, Miller-branded hoodies, T-shirts, hats, gym bags, and of course, Miller beer packs.
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In addition to the events, we also pointed out the importance of practical knowledge with Miller Academy citylight posters displayed near higher education institutions.
And there is no academy without a certificate, which is why we created a Miller Diploma, a booklet in which students could find useful information and practical tips, and they could collect stamps at the quizzes for extra gifts. During the campaign, hundreds of these diplomas were distributed in higher education institutions and among quiz participants. And in case you don’t have a copy, we tell you that snake plants prefer indirect sunlight.