The Miller High Life One Second Ad is one of many PR case studies profiled in the textbook, Public Relations Cases. In collaboration with Dig Communications, Miller High Life developed a newsworthy, attention-getting, beer-selling campaign where a series of one-second ads were televised during the Super Bowl game in 2009. This was not only a great commercial, but it was a smart commercial; one that continues to be studied today.
The Case of Miller High Life One Second Ad is a Public Relations case that falls under the category of social media cases. According to Hayes, Hendrix and Kumar, social media involves three distinct components. First, there is a new level of two-way engagement with key target audiences. Today, people expect
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The Miller High Life Team rolled up their sleeves and began the research phase of their campaign. According to Robert T. Reilly, public relations depend on the information-gathering process. It requires facts, not intuition or assumptions. These facts must be at hand or knowledge of where to get them; to proceed without such data is both dangerous and unprofessional. It would be like building a house without a blueprint or planning a long trip without a map (Public Relations in Action, 40). Some facts are self-evident, such as the Super Bowl is THE number one marketing event of the year (Hayes, Hendrix, Kumar, 120). Also, one of the most interesting aspects of this phenomenon is that the commercials shown during the Super Bowl have also emerged as “must watch” TV as well. Another observation pointed out by Theresa Howard (USA Today), is that typically, the first commercial during Super Bowl is a about beer. One more important fact that can’t be overlooked – beer and sports go together like a hand in glove. This qualitative research satisfied Miller High Life enough to use the Super Bowl and capitalize on targeting their massive audience.
From here, the High Life team executed a comprehensive communications plan focused both on internal audiences (employees, retailer, and beer distributors) and external audiences (consumers