Miller Debuts Going-Out Guide

NEW YORK — The Miller Brewing Company has launched a searchable online database of social events and entertainment venues via Agency.com’s San Francisco-based Red Sky division.

Called the Miller Time Network, the site lets users make plans with friends by searching six categories based on location: Music, Bars & Clubs, Sports, Food, Movies and Miller Gigs. It also features tools, such as “Get a Map,” “Buy Tickets,” “Set a Reminder,” and “Send to a Friend.”

With the online resource, Miller aims to build long-term relationships with 21- to 27-year-olds—an age group that considers socialization highly important.

The Milwaukee-based brewer is promoting the network through interactive ads on sites like Yahoo!, ArtistDirect.com and ESPN.com. The online ads, developed by Freestyle Interactive in San Francisco, will provide content that relates to what people are doing on the site; for instance, a link that offers, “Find a sports bar to watch the game,” may be placed next to a game-day article on ESPN.com. Online media is being managed by Chicago-based Starcom IP.

Later this year, Miller said it plans to launch a redesigned version of MillerBeer.com. The revised site will offer product and promotional information on the Miller family of beers, as well as online experiences like virtual racing and digital football. It will also feature an online store, select Miller TV spots, special offers and contests.