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Miller Brewing Company “$1 Million Shot”
The Seattle SuperSonics wanted a definite crowd-pleaser during their half-time show, sponsored by Miller Brewing Company. By teaming up with SCA, Miller gave one lucky contestant three chances to shoot for one of three huge cash prizes. When the contestant nailed the shot, Seattle gained a new basketball star while SCA wrote the check.
Objectives:
- Pump up interest in the Seattle SuperSonics.
- Highlight the involvement of Miller as a sponsor.
- Create an exciting half-time event.
Strategies:
- Publicize the promotion with radio announcements, broadcast drop-ins during games, point-of-purchase tear sheets at local grocery stores, and other promotions at Seattle bars.
- Host "viewing parties" with contests at local bars in order to randomly select 24 contestants.
- Choose one contestant during "training camp" for the shot at the grand prize.
- Give the contestant three chances to score during half time: a 3/4 shot for $1 million, a half-court shot for $100,000, or $10,000 from the three-point line.
Results:
- Contestant Brad Kaul took home $100,000 by making the half-court shot.
- SCA wrote the check while Miller gained visibility as a sponsor.
- "The crowd went crazy. It was one of the loudest ovations we’ve had all year," said Sonics Marketing and Promotion coordinator, Marshall Sele. Sele, who has worked with SCA in the past, also said, "We have a good relationship with them. I’m very impressed with how quickly they turned around the payoff."
