Miller Lite Unleashes ‘Beer Runner’ Advergame

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 and the games sections of Yahoo and MSN.

Omnicom Group’s 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.