AD AGE CYBERCRITIQUE OF THE WEEK: MILLER'S LITE NEW SITE IS SHORT ON SUBSTANCE

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MILLER LITE

http://www.millerlite.com

WHAT'S THERE: It's Dick, on your TV and on your computer. Miller's site is mainly a tie-in with its new ad campaign.

Throughout this site we get to read the opinions of this overly side-burned guy on relevant topics. Like beer and the Internet.

He's generous: He gives us games to play, like "Dick Tac Toe," and the chance to e-mail "beer grams" whenever we feel that it's "Miller Time."

He can be easily wooed: Just fill out a quick form and you can be a member of the VIP club.

He's clueless: Dick is a newbie and will teach us about the Net in occasional installments.

What's lacking is a clear sense of purpose and room to grow and change. Either Miller plans to overhaul the site on a regular basis or Dick expects that "Dick Tac Toe" is compelling enough to keep us coming back to play it.

When you consider the wealth of information and tie-ins that a brand like Miller Lite could draw together, this site falls way short of the mark.

The site could be more dense with info than a well-poured Guinness. But we don't get that. We just get Dick.

WHO CREATED IT: Fallon McElligott, Minneapolis (http://www.fallon.com)

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