Miller executives say they've joined with Red Sky to develop strategic online advertising campaigns for Miller beer brands including Miller Genuine Draft, Miller Lite and Red Dog. Schaffer says they decided to market their beer brands online due to the increase of people interacting with the Internet. A complete marketing strategy hasn't been formed yet, she says, but Miller executives have been monitoring what other brands do online. Schaffer says they've been analyzing what online campaigns work, such as web-site development, banner advertising or promotions. Red Sky officials also say online marketing plans for Miller still are in the works.
Miller executives say they're excited about the new venture.