Miller Lite is trying to grab the attention of gamers during the E3 gaming expo this week with a beer can that doubles as a games console.
The '"Can-troller," created by DDB Chicago, is a standard 10-button controller, complete with bluetooth, USB charging and 12 ounces of Miller Lite. The brand has made 200 controllers, and people can sign up for a chance to win one by beating comedian Eric Andre at Street Fighter during E3. (You can watch this, too, as Miller Lite will be live streaming the event, on June 12, on its Twitch channel). The idea is also being a promoted by a YouTube video, seen here, directed by Anthony Leonardi at Bullitt.
"As Miller Lite evolves our place in the world of gaming and esports, we’re continuing to focus on what it means to be a fan of gaming and building activations that elevate the gaming experience for both players and fans alike," Anup Shah, marketing lead for the Miller Family of Brands, said in a statement. "The Miller Lite Can-troller felt like the next natural fit.”