Miller Lite
Bar 75 Tour
Lite it up.
Miller Lite wanted to champion the unwavering fans who go to festivals not for the kimchi tacos or VIP experiences, but for the music.
This wasn't just about standing out, it was about standing for something. Through a series of fan experiences, ranging from national to local festivals, we drove this spirit in an engaging and authentic way: Bar 75.
This wasn't just about standing out, it was about standing for something. Through a series of fan experiences, ranging from national to local festivals, we drove this spirit in an engaging and authentic way: Bar 75.
By Fans, For Fans
Bar 75 is an oasis where real fans can take a quick break from the front row, recharge, and get back out there.
To stand out from the festival clutter we ditched the cheap tchotchkes and photo booths. Instead, everything — from our social posts to the activations in our space — celebrated fans for their love of music.
Open-ended prompts invited fans to share their favorite jams with us.
Over 1,000 Miller Lites were used as our CANvas for a unique mural at each festival.
Fans crushed their empty beers into plinko chips and dropped them down the board for a chance to win some handy Miller Lite swag.
Our clever fan wall wasn’t just major Insta-bait, it actually kept guests cool with 42 high powered fans.
One for the Road
Who said you can’t be in two places at once? We wanted to spread the Miller Lite love to as many fans as we could, so we built a turnkey, mini version of Bar 75 that traveled to 9 different cities over the course of four months.
79.4K+
Fans Through the Door
49.5K+
Beers Sold
29.3K+
Pieces of Swag Handed Out
11
What We Cranked It up To
Crushed it.
