The Goal - In an era where getting tickets to see your favorite band is more stressful than renewing your license at the DMV, Miller High Life wanted to provide music fans with a simpler way to see their favorite artists and welcome them to live the High Life through the universal language of music.

The Execution - Lead the conception to launch of two iconic and historic brands coming together to form the inaugural Miller High Life Rolling Stone Rock Tour. A six-stop tour across all MHL major regional markets, we handpicked some of the newest and hottest Rock bands to drive cultural relevance and excitement for fans everywhere. The partnership extended beyond the sponsored-by attribution and incorporated a larger partnership deal, allowing MHL to use the iconic Rolling Stone IP to produce co-marketing materials across Retail, Point Of Sale, Social Amplification, Paid Media, On-Site Activations, etc., driving further awareness of the legendary partnership.

Lastly, to bring Miller High Life’s celebratory spirit to music fans everywhere, each of the 6 Tour stops will have a VIP experience ticket giveaway, where winners can skip the ticket line and get a Taste of the High Life.