For decades, football season has been synonymous with cracking open a cold beer with friends. Since last season looked different for fans nationwide, Miller Lite is introducing the Miller Timeless Collection, a set of six finely crafted rings that pay homage to the moment many of us have been dreaming about: getting the gameday crew back together again.
The Miller Timeless Collection includes a one-of-a-kind set of six heartbreakingly beautiful rings for six one-of-a-kind friends. Each custom ring is carefully adorned with a variety of precious gems, all inlaid in 10K gold. A built-in sensor inside each ring detects when another collection ring is close by, and when all are together, they unlock free Miller Lite for life – allowing those who possess the rings to commit to their crew not simply for the season, but for eternity.
"There is no truer embodiment of Miller Time than cheering on your favorite team, with your gameday crew, and a cold beer in hand," said Sofia Colucci, vice president of marketing, Miller Family of Brands. "We desperately missed this feeling last year, which is why fans now deserve to taste victory all season long – with fine jewelry to match. The Miller Timeless Collection celebrates our long-awaited reunions by unlocking a lifetime of memories and Miller Time."
For a chance to win this incredible collection, fans must follow Miller Lite on Instagram and post a photo of their gameday crew with the hashtags #MillerTimelessCollection and #Contest. The post must tag @Miller Lite and include a caption sharing why the group deserves to win The Miller Timeless Collection and "beer for life".
The Miller Timeless Collection is supported with a robust 360 marketing campaign that will be deployed across paid, owned and organic social media, social influencers and traditional earned media relations. Football legends and brothers, Kyle Long and Chris Long, have also teamed up with Miller Lite to show off this first-of-its-kind ring collection.
"Since the season started, it's been great to see how fans, teams and players are coming back together to crack a beer and enjoy the game," said retired NFL player and Miller Lite partner Chris Long. "I know my friends at Miller Lite feel the exact same, and I am excited to team up with them to introduce the Miller Timeless Collection, which is encouraging friends to huddle on game day with a cold beer in hand."