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.