Miller Brewing Company hired Red Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic. The result: the "Miller Lite Virtual Racing League" (VRL), an online stock car racing game that allows users to customize their vehicles, compete for sponsorship money, and run their team against those of friends. What did Miller use to reach its target market?
A)an infomercial
B)a videomercial
C)advergaming
D)an interconnect

Question

Quizplus · Accepted Answer

Miller used advergaming, which involves creating a game that incorporates brand messaging and connects with the target audience through play. The Miller Lite Virtual Racing League was designed specifically to engage with its target audience in a fun and entertaining way, while still conveying key brand messages about the product.

Miller Brewing Company Hired Red Sky Interactive to Design an Entertaining