NEW YORK Miller Lite has released an advergaming push in advance of the launch Saturday of a new TV ad campaign.
The "Beer Runner" online game invites users to dodge obstacles running through the streets to replenish their supply of Miller Lite before halftime of a football game ends. It is similar to the creative concept of the TV ads done by WPP Group's Young & Rubicam.
Online ad units have run this week for the advergame, built by Skyworks, on CBS SportsLine.com and the games sections of Yahoo and MSN.
Omnicom Group's Agency.com created the online marketing campaign; Starcom IP is handling Web media.
According to Miller, the "Beer Runner" game has been played 360,000 times by 165,000 different users in the first four days of the push.