With the 2012 MLB baseball season now firmly underway, one of the more unusual league partner campaigns sees Milwaukee Brewers official beer sponsor Miller High Life offer one fan a ‘ballpark-style home-lawn makeover’.
The garden makeover and lawn landscaping competition will be carried out by the Brew Crew’s ‘Official Miller Park Grounds Crew’.
The Miller High Life competition winner will see perfectly mown patterns of fresh-cut grass and delicately raked dirt in their front garden and/or back yard – including a massive Brewers logo and a few cases of cold Miller High Life too.
The idea is to make the lucky fan ‘the MVP of their neighbourhood’.
The competition kicked off when the season opened in April and runs through until 31 May 31. It is open to all, legal drinking-age Wisconsin residents, who can enter online and the campaign website.
In addition to an authentic Miller Park lawn makeover, the grand-prize winner will also receive general landscaping tips from the grounds crew, as well as a new Briggs & Stratton-powered lawnmower, a 9-pack of Milwaukee Brewers tickets, three cases of Miller High Life and a lifetime of memories.
Two second-place winners will also be selected and eligible to receive a 9-pack of Brewers tickets or a new lawnmower.
While no purchase is necessary to enter Miller High Life’s “Home of the High Life” sweepstakes, legal drinking-age Wisconsin consumers can also pick up new Miller High Life “Home of the High Life” packaging featuring Miller Park throughout the season.
“Whether you have a green thumb or not, we know sports fans get lawn envy every time they go to the ballpark,” said Brendan Noonan, brand manager for Miller High Life. “Being able to bring the excitement of their home team into their own backyard is the opportunity of a lifetime for baseball fans and beer drinkers alike.”
Comment:
An original competition which actually utilising one of the less high profile skills of a sports organisation (gardening), but one that is relevant to most fans and homeowners.
An original approach to on-pack sports sponsor promotions – one that isn’t about tickets or jerseys, but about a one-off, at home utility.
This is a prize is unique, relevant and useful.
Links:
http://milwaukee.brewers.mlb.com
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