Miller High Life is offering three engaged couples whose weddings were affected by coronavirus a chance to win a “Wedding at Your Doorstep.” Winners of the contest will receive a prize that includes an officiant, a photographer, beer and $10,000. Miller High Life announced the promotion on its Instagram, Twitter and Facebook pages.
To enter, couples must submit a 150-word description about how their 2020 wedding plans have changed and how they plan to celebrate with Miller High Life, as well as an image, their state and age and email to firstname.lastname@example.org. Miller High Life will rate submissions based on creativity (50 percent), detail (25 percent) and originality (25 percent). The contest is running from April 23 to May 1.
Winning couples will receive a “front porch wedding” that comes with a licensed officiant, a professional photographer and digital photo package, for a total prize value of $15,000.
Americans spent $54 billion on more than 2 million weddings in 2019 but those numbers are dropping significantly as social distancing orders remain in effect. At a time when people are forced to cancel special occasions due to the pandemic, Miller High Life’s activation could help boost brand loyalty. And, as brands reduce marketing budgets and tiptoe around coronavirus marketing sensitivities, the promotion provides the brand a simple way to collect emails for future targeted campaigns.
Miller High Life competitor Busch Beer is running a similar social media contest that will award 250 couples who had to cancel or postpone their wedding free beer for a year. Entrants are required to post a picture of themselves on Instagram or Twitter with the hashtags #BuschWeddingGift and #Sweepstakes, now through May 1.