EVENTS & PROMOTIONS: PROMO SPOTLIGHT: MILLER WILL TREAT CONCERTGOERS TO FREE SHOWS IN THREE CITIES

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Marketer: Miller Brewing Co., Milwaukee

Effort: "MGD Blind Date"

Agencies: Encore Strategic Marketing, Toronto; Leo Burnett USA, Chicago

Twist: Tantalizing consumers with a mysterious summer promotion, Miller Genuine Draft is sponsoring a three-city concert series in which major rock bands play in intimate venues. The catch: The performers and the clubs are kept secret until showtime; no tickets will be sold.

Vital Statistics: The promotion, launched May 3, is backed by TV, print and radio advertising and less than 1,000 winners will be chosen through media and bar promotions. The first concert will be held June 4 in Los Angeles, with subsequent shows in San Francisco and Chicago to be announced. Encore handled Miller's successful "Molson Ice Polar Beach Party" rock concert promotion last year.

Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or

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