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The Miller High Life One Second Ad

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The Miller High Life One Second Ad is one of many PR case studies profiled in the textbook, Public Relations Cases. In collaboration with Dig Communications, Miller High Life developed a newsworthy, attention-getting, beer-selling campaign where a series of one-second ads were televised during the Super Bowl game in 2009. This was not only a great commercial, but it was a smart commercial; one that continues to be studied today.
The Case of Miller High Life One Second Ad is a Public Relations case that falls under the category of social media cases. According to Hayes, Hendrix and Kumar, social media involves three distinct components. First, there is a new level of two-way engagement with key target audiences. Today, people expect a voice and expect to be heard using social media venues as their speaker’s dais. Second, the communication process is powered by ever changing and evolving digital technologies. Twitter, Facebook, and You Tube have a very short life compared to legacy communication systems like newspapers, but they will shortly be supplemented, or even supplanted, by a host of new capabilities. Smart phones will eventually give way to a new generation of mobile devices that enhance communication and connectivity. Third, the technologies offer an ease and simplicity of publishing and producing information that allows digital savvy citizens to easily contribute to the public discourse. For example, viral emails circulated among friends become published commentary and connect people and ideas. Satirical videos shot on a smart phone and posted on YouTube may be seen by millions within hours. Taken together, social media involves communication, collaboration, and multi-media (92).
Miller High Life brand turned to its advertising agency (Saatchi & Saatchi) its internal PR team and Dig Communication to develop a multi-faceted integrated

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