Miller Lite taps mobile phone as a channel of loyalty

Many companies realize that mobile phone is an electronic gadget that most people keep it with them all the time, so it is such a good channel to do marketing via mobile phone. Now, Miller Lite Beer jumps into mobile marketing as well.

Good news to all Miller Lite Beer fan drinkers.

Miller Lite Beer is now launching a mobile marketing campaign!!!

The campaign, called Taste Points, is urging drinkers to interact with the brand through SMS, the mobile web and Foursquare. Customers can collect point found on packages of Miller Lite or by check-in on Foursquare at participating bars and restaurants. They have a chance to win prizes daily and weekly basis, and also one of the three grand prizes including the journey around the world.

It’s easy to redeem the code by sending SMS with a code found on the package or by submitting a code on the website. The Taste Points loyalty initiative starts on May 1 and ends July 31. It will expire at the end of the campaign.

Miller Lite is also driving campaign via social networking and asking drinkers to enter for weekly and epic prizes in groups. Participants can also share information about the program and prizing with their network friends, helping boost brand awareness.

To promote the program, Miller Lite has launched a TV commercial as see in the following.

So, what do you think of this program? Is it going to be successful?