Awards: 

Ex Winner for Best Esports Activation

 

To connect with gamers in an authentic way, we met them at E3 with a new technology that made our brand part of the game. 

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The event garnered more than 600,000 views online in only four hours—a 20,000-percent increase (you read that right) above and beyond the average Twitch Street Fighter stream. Miller Lite generated plenty of buzz, too, with more than 641 million impressions during a show where it’s hard to compete for share of voice. And it proved that with an authentic idea, brands can connect with an audience notoriously sensitive to marketing.