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To create a tighter connection between Miller Lite and Bostonians, we looked at some of their passions and gained some insights about them. We know how passionate they are about their sports teams and how much they love to win. But winning is not a matter of luck; it is a matter of dedication, commitment, and hard work, and this is exactly what we delivered in this program. 


The Boston Celtics are the most awarded professional sports team in the U.S. With 16 championships and a lot of history and tradition behind them, the team exemplifies Bostonian values. 

This highly successful, trivia-based, text-to-win promotion engaged consumers in a very emotional way and gave them the opportunity to show their knowledge of their beloved team for the chance to play ball with their friends on the iconic Garden parquet.

Miller Lite 

You Gotta Earn It

Human Emotions Build Strong Brand


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