MillerCoors, the second largest beer company in the U.S., has launched a new iPhone application called Tip ‘n Spin in time for March Madness. Tip ‘n Spin, MillerCoors’ sixth iPhone app, is a great example of how a leading consumer packaged goods brand is embracing mobile technology to strengthen the emotional bond with the “sweet spot” of their target audience to drive deeper engagement with the brand. The application is integrated with Miller Lite’s March Madness marketing campaign that is rolling out nationwide.(Bolds mine.) This is so meta and attenuated that it is effectively postmodern art. It is pure context; the attempt to comment on a product in the absence of that product. And the jargon! It makes you long for the solace of a real, wet, quad IPA, doesn't it?
Speaking of brand, I plan to do my next installment of brand dissections on MacTarnahans later this week. So far I've looked at two breweries with distinctive, consistent brand identities. I thought it would be cool to look at a company that has spent decades changing theirs.