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From Tailgate to Last Call: Miller Lite’s Mobile Fan Engagement with Luke Combs

Luke-Combs-Miller-Lite

Industry

CPG - Beverage - Alcohol

Challenge

Miller Lite wanted to engage Luke Combs fans at live shows, creating unforgettable experiences for fans by giving them the chance to see their favorite artist from upgraded seats. The brand also wanted to capture CRM data to enable email and SMS remarketing.

Results

Using MAX’s proprietary SET.Live™ technology, Miller Lite owned a digital extension of each show and gave fans a new interactive experience in the palm of their hand.

Objectives

Engagement, Lead Gen, Experiential

48

VIP Fan Upgrades

58K+

Fan Engagements

21.9K

Leads Captured

SET.Live Video SQ

SET.Live

SET.Live turns live concerts into interactive digital environments, enabling mobile, audio, and visual brand touchpoints directly within the artist–fan experience.

The Challenge

Engage Luke Combs fans at live shows where they are excited to see Luke and to support his partnership with Miller Lite
Capture fan data for Miller Lite CRM enabling remarketing through email and text messaging
Create unforgettable experiences for winners by giving them the chance to see their favorite artist from upgraded seats

The Solution

Miller Lite connected with fans through mobile & live moments with existing music partner Luke Combs to capitalize on fans’ attendance at concerts and capture CRM data.

Using SET.Live™, Miller Lite owned a digital extension of each show and gave fans an interactive experience in the palm of their hand.

8 shows with Seat Upgrades
4 Pre-Show Tailgates
1 winner (plus guest) per show
48 upgrades (16 planned + 32 additional “surprise and delight” upgrades)

The Results

More than 21.9K unique leads were generated as fans engaged with Luke Combs and Miller Lite through their smartphones. Total fan engagements surpassed 58,000, reflecting high participation and enthusiasm throughout the concert series.

The campaign proved that blending live music with interactive mobile experiences not only extends the brand’s presence beyond the venue, but also creates meaningful connections between fans and the brand.

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