As part of its sponsorship of the 2007 Copa de Oro soccer tournament (June 6-24), Miller Brewing Co. has teamed up with Yahoo! Telemundo to launch MillerLiteLatino.com.
The website features Miller Lite promotions, interactive content, event-related material, as well as advertising. While it is being launched in support of the Copa de Oro, the website will remain after the tournament's conclusion.
Miller is also developing “Mission: Futbol,” an online gaming experience that is intended to further engage soccer fans with the Miller Lite Brand. The object of the game is to get inside the stadium to attend the gold cup game of the player’s choice. Players can spend anywhere from a few minutes to a few hours playing the game and, more importantly to Miller Lite, interacting with the brand.
Dave Dixon, Miller’s senior director of Hispanic marketing said that the decision to partner with Yahoo! Telemundo was influenced by the company’s reach into the Caribbean and Central American markets, where Miller would like to establish a stronger presence.
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