MillerCoors is betting big on branded content, revealing during an Advertising Week panel today that the company is currently testing initiatives with 26 different tech companies.
Like most beer brands, MillerCoors’ marketing up until now has primarily homed in on broader brand-building. But with the explosion of digital over the past few years, the brewer is now using mobile, video and media partnerships to make a larger impact at the point-of-sale.
"Twenty-six different tests," said Stevie Benjamin, MillerCoors’ senior director of digital and media.
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