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Group745
Group745
Group745
Group745
Group745
Group745

Behind the Mask

27/05/2015
Advertising Agency
New York, USA
23
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Credits
Brand
How could Miller, "The Nightlife Expert", inspire consumers to participate in their brand activities and drive sales? Leading up to and during Halloween, Miller created "Behind the Mask", the first-ever branded international game-quest. A live, multi-dimensional, "Halloween inspired" game, in an abandoned mask factory. In partnership with Russia's biggest retailer, "Perekrestok" and Moscow's most visited gaming experience "Claustrophobia", Miller Genuine Draft enticed potential contestants to purchase four bottles, in order to receive a unique code -- found "Behind the Maks". And with another three masks, entry could be granted to a mysterious world "daring only the bravest" to play by solving a mystery.
About VML Worldwide

VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. 


VML is a WPP agency (NYSE: WPP).