The sweepstakes, supported by national and local print, spot radio, cable and network TV, features trips to concerts in Chicago and London. The venues and bands are kept secret until the night of the show.
Wieden & Kennedy, Portland, Ore., handles advertising. GMR Marketing, Brookfield, Wis., and Zipatoni, St. Louis, are the promotion shops.
Besides adding an international date, Miller is expanding the promo by partnering with Rolling Stone, Spin and an interactive music media company.
Ties to the music media "add bigness and solidify the connection with music," said Ann Stickler, senior brand manager for Genuine Draft.
The events also will include carnival elements, possibly sword swallowers or fire eaters, Ms. Stickler said.
Miller first ran the promotion last year, handled then by Encore Strategic Marketing, Toronto. The effort consisted of three separate shows in the U.S.
Miller is adding a London show to throw in an exotic element for U.S. consumers but also to bolster Genuine Draft -- the brewer's biggest brand outside the U.S. -- in overseas markets. Beer drinkers in Ireland and the U.K. will have a shot at attending the London gig.
Miller broke its first European TV campaign for Genuine Draft last year, from agency Helme Partnership, Dublin (AA, June 2, '97).