Digital banners are usually a one way communication tool with the expected action from the viewer. However there is no limit to only one way communication. Miller Lite Beer used their banner campaign to encourage users to communicate through their banners. How? With the help of DigitasLBi agency, they allowed their viewers to send football smacks through banners and made sure they reached the recipients. As a result, over 1 million users sent their messages using Miller banners. In addition to that, few award nominees and wins, such as IAB MIXX 2012 awards, have been added to the brand’s portfolio.
Have a look at the campaign yourself: