Cantenna
MILLER LITE®
Issue 57 | December 2020
Agency
DDB Chicago
Creative Team
Chief Creative Officer, DDB Worldwide: Ari Weiss Chief Creative Officer, North America: Britt Nolan Executive Creative Director: Ben Wolan Group Creative Director: Myra Nussbaum Creative Director: Nathaniel Lawler VP, Creative Director: Alejandro Juli Associate Creative Directors: Paul Carpenter, Guiga Cunha Copywriter: Katie Samulson Art Director: Drew Butler
Production Team
Chief Production Officer, Chicago: Diane Jackson SVP, Executive Producer: Matt Blitz Sr. Producer: Adam Battista Production Business Manager: Jillian English Production Company: Smuggler Editorial: Union Editorial Audio Post: Bronx Audio
Other Credits
Talent Manager: Chris Quinn Strategy Director: Jonathan Palmer Strategist: Biz Anderson Digital Director: Mike Norgard SVP, Group Account Director: Kiska Howell Account Director: Katelyn Ledford Account Supervisor: Oliver Glenn Account Executive: Gabbie Gresge Project Manager: Rachel Dansey Cantennas & Digital Activation Production Company: M ss ng P eces Director of Immersive: Mike Woods Music House: Butter Music + Sound Color Studio: A52 Color VFX: Parliament ICF Next: PR Agency Connect Publicis: Media Agency Jack Morton Worldwide: Partnerships
Date
September 2020
Background
Miller Lite launched the Cantenna, the only reception device on the market that was great tasting and served up football straight to fans’ living rooms. The latest can-novation -- part real beer, part digital antenna -- was the perfect game watching solution for all the cord-cutters and cord-nevers out there.
Idea
The limited-edition Cantenna came at a time when fans need it most. Not only were live games off the table, but in many states, Miller Time would not be enjoyed while watching the game at the bar with friends. As a result, digital viewing was increasing, with more than a third of total sports viewers streaming live sports online.
“Streaming live sports can get frustrating and expensive and if cord-cutters want to watch football, they’re often forced to resort to sketchy, unreliable, illegal streaming,” said Stephanie Clanfield, associate marketing manager, Miller Lite. “Miller Lite is determined to bring you smooth streaming and make your Miller Time a little easier with the new Miller Lite Cantenna.” Ahead of games, Miller Lite took it one step further and flooded social feeds with links that imitated sketchy streaming sites and surprised fans with something much better. The links led to Miller Lite’s parody of the iconic Sunday Primetime song, a humorous cautionary tale about the perils of illegal streaming, with the Cantenna as the solution to their problem. The full-length music video with original song gave fans the opportunity to get their own Cantennas and ultimately get back to enjoying Miller Time this season. ‘The Cantenna is a head-turner on its own, but we didn’t want to stop there,” says Clanfield, “in order to really disrupt cord-cutters we couldn’t rely on typical marketing tactics, instead we chose an unconventional approach to serve them up something unforgettable during a time when they were the most engaged.” The Cantenna was not the first ”can-novation” for Miller Lite. Last year the brand broke the internet with the launch of the Cantroller, a beer that could double as a gaming controller. This time, they took the relationship between beer and football to the next level to help fans get back to enjoying what matters most – spending time with friends and watching the game with a great tasting Miller Lite in hand.
The Miller Lite Cantenna launch was supported with a robust 360 marketing campaign that was deployed across paid, owned and organic media, social influencers and traditional earned media relations.