Devoted to online marketing, viral marketing, and web marketing

In a bid to increase it reach to young male drinkers, Miller has launched an online campaign to position itself in this demographics' mind. Their beer, named Icehouse, is an ice beer noted for being brewed at very low temperatures, which creates a higher alcohol content.

The major ingredient of the effort is the creation of a robot named "Brewtron."

Adweek reports:

"In order to capture the sensibility of young males, Miller turned to Maxim.com to create viral videos. One clip shows guys building Brewtron, a party robot equally adept at throwing football passes, retrieving beers, manning a barbeque grill and picking up women."

While Miller is advertising across platforms, the offline promotions are built to drive consumers to the Web for the promotional videos.

This isn't a bad strategy but hearing them say that they have hired a company to create "viral videos" sounds a little strange. No one can simply create a viral video, if they could, they'd be the most demanded person in the marketing world.

Still, it shows that some of the companies are understanding what it is that they must do and the strength that the Internet offers.

It's a good thing to keep in mind for our campaigns also; using offline strategies to push users to our online promotions.