Maybe it’s just me — but in today’s highly cynical, me first, get outta my way world – I think that Miller Genuine Draft’s new “Search for Genuine” campaign is brilliant.
I love the TV spots featuring people facing simple ethical situations and recording how they respond with hidden cameras. They stand out simply because it seems to be such a rarity for someone today to actually do the right thing. Obviously, there are larger implications for society in general regarding what I just said, but I’m here to talk about PR – which brings me to the ad I found this morning in the Milwaukee Journal Sentinel.
This half-page ad asks readers to help identify the “genuine” guy who found a teen’s wallet at Summerfest and returned it to the owner’s home that same night without identifying himself or asking for anything in return.
The ad / PR idea was spurred by Journal Sentinel Columnist Jim Stingl’s recount of that story last week. When they find the guy – and be sure, they will – he’ll get free MGD for a year, compliments of Miller. Oh, and whoever helps Miller identify the guy will also get free MGD for a year. (Which is why I’m SURE they’ll find him. I wish I knew who he is…)
What a fantastic, tangible, dead on execution of a PR extension of the broader ad campaign. It’s timely, it’s local, it’s relevant and resonates deeply with anyone who ever lost their wallet — man, that’s a terrible feeling. It also keenly involves the local dominant media outlet and it will undoubtedly garner significant attention for Miller well beyond the cost of a ½ page ad and 48 cases of beer.
It’s a genuine example that a truly integrated, effective marketing campaign can and should look to include good PR ideas to maximize effectiveness.
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Just discovered LC’s blogs. I really enjoyed this one.
Miller has tapped into the gold mind that is staying local. Yes supporting the community may be “trendy” now, for a wide variety of reasons stemming from political to environmental to economical. But, the simple truth is that if HUGE Miller can get down to the level of their consumers (truly caring about them), well then that’s just a gold mind. Not to mention, good business ethics and being all around good human beings.
Get Local, stay local. Its good for business and makes people feel good too.