CHICAGO -- MillerCoors is offering free delivery of Miller Lite beer through Twitter to football fans in Boston, New York, Seattle and Washington, the most high-profile initiative to come out of the brewer’s year-old technology incubator, according to a report in the Chicago Tribune.
The promotion with Boston-based alcohol delivery startup Drizly marks the first time the beer giant has linked social media with ecommerce, Dilini Fernando, digital marketing manager for the Chicago-based brewer, told the newspaper. She leads the incubator. Here's an abbreviated Q&A from the Chicago Tribune about how the promotion works.
Q. How does the Twitter promotion work?
A. There’s a media buy that specifically targets football fans ages 21-plus who are currently following other alcohol brands. Say you're excited for your team and you tweet, “Go, Bears” or “It's time to celebrate” or “It's Miller Time” or “We should go for a beer run.” That's when the tweet card comes up for Drizly to do delivery.
Once the consumer clicks on this promoted tweet, they’re taken to a microsite with an age-restriction gate where they can purchase a 12- or 24-pack of Miller Lite, and the delivery fee is covered by MillerCoors. It’s the retailer delivering the beer, and they’re responsible for carding the consumer.
Q. What were the results?
A. We don’t have results yet. But when we look at benchmarks, we found a 5% increase in sales conversion from when a consumer lands on the microsite from Twitter to the actual purchase. That’s on par or better than what you’d see vs. tablet, desktop or mobile conversion.
Click here to read the complete Q&A, which goes into how MillerCoors' technology incubator works.
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