Miller Brewing Teams With Napster
MILWAUKEE -- Miller Brewing Co. and Napster, a division of Roxio, have teamed for a nationwide music promotion offering music fans 21 and over the opportunity to win Samsung Napster portable music players and $50 in music credits on Napster.
The two-month promotion will kick off in June 2004 as a part of Rolling Stone magazine's celebration of 50 years of rock and roll. The promotion will be supported by a significant marketing campaign, which is expected to include national print and radio advertising, promotional activity at bars, and point of purchase displays in convenience stores, liquor stores and supermarkets.
"We've just launched a new marketing campaign that encourages beer drinkers to make their own choices, so this partnership with Napster is a perfect fit," said Bob Mikulay, executive vice president for marketing at Miller. "It's all about 'choices,' whether you're talking about drinking a beer or downloading your favorites songs from Napster. And with summer being our biggest selling-season and Rolling Stone's 50th anniversary, the timing couldn't be better."
The marketing partnership comes on the heels of the launch of Miller's new trademark marketing campaign and the launch of Napster 2.0 as a legal online music service. Consumers 21 years of age and older will be eligible to win through an online sweepstakes or local giveaway promotions. Winners will use the Napster music credits to download tracks from Napster's catalog of more than 500,000 songs, and will be able to transfer music seamlessly to their Samsung Napster player to listen to their music anywhere.
"The Napster name is forever linked to rock and roll, and we have something to offer music fans in every genre from rock and country to hip-hop and jazz," said Chris Gorog, CEO of Roxio. "We are all about delivering the best music experience, and this partnership with Miller is an ideal vehicle to get more music and more Samsung Napster portable players into the hands of music fans across America."
The two-month promotion will kick off in June 2004 as a part of Rolling Stone magazine's celebration of 50 years of rock and roll. The promotion will be supported by a significant marketing campaign, which is expected to include national print and radio advertising, promotional activity at bars, and point of purchase displays in convenience stores, liquor stores and supermarkets.
"We've just launched a new marketing campaign that encourages beer drinkers to make their own choices, so this partnership with Napster is a perfect fit," said Bob Mikulay, executive vice president for marketing at Miller. "It's all about 'choices,' whether you're talking about drinking a beer or downloading your favorites songs from Napster. And with summer being our biggest selling-season and Rolling Stone's 50th anniversary, the timing couldn't be better."
The marketing partnership comes on the heels of the launch of Miller's new trademark marketing campaign and the launch of Napster 2.0 as a legal online music service. Consumers 21 years of age and older will be eligible to win through an online sweepstakes or local giveaway promotions. Winners will use the Napster music credits to download tracks from Napster's catalog of more than 500,000 songs, and will be able to transfer music seamlessly to their Samsung Napster player to listen to their music anywhere.
"The Napster name is forever linked to rock and roll, and we have something to offer music fans in every genre from rock and country to hip-hop and jazz," said Chris Gorog, CEO of Roxio. "We are all about delivering the best music experience, and this partnership with Miller is an ideal vehicle to get more music and more Samsung Napster portable players into the hands of music fans across America."