Earned Media In The Blink of An Eye

'High Life': All Miller needed to say.

Sales of Miller High Life popped 8.6% during the week after the Super Bowl vs. the same period a year earlier, and they were up nearly 5% during the week before the game, according to ACNielsen.

Miller announced plans to air the ads -- and placed a bunch of them online -- on Jan. 20. Despite NBC’s directive to its owned and operated stations not to run them, the spots and/or the hubbub around the spots worked. The one-second spot ran in more than 100 markets nationwide.

Great formula:

Leverage old media for earned media program + smart online strategy=8.6% growth.