Miller Lite, a brand of Chicago-based Molson Coors Brewing Co., is launching the Cantenna, a reception device on the market that serves up football straight to fans' living rooms. The latest can-novation is a game-watching solution for all the cord-cutters and cord-nevers out there.
The limited-edition Cantenna comes at a time when more than a third of total sports viewers streaming live sports online.
"Streaming live sports can get frustrating and expensive and if cord-cutters want to watch football, they're often forced to resort to sketchy, unreliable, illegal streaming," said Stephanie Clanfield, associate marketing manager for Miller Lite, in a statement. "Miller Lite is determined to bring you smooth streaming and make your Miller Time a little easier with the new Miller Lite Cantenna."
Ahead of last night's games, Miller Lite took it a step further and flooded social feeds with links that imitated sketchy streaming sites and surprised fans with something much better, the company says. The links led to Miller Lite's parody of the iconic Sunday Primetime song, a humorous cautionary tale about the perils of illegal streaming, with the Cantenna as the solution to their problem. The full-length music video with original song gives fans the opportunity to get their own Cantennas and ultimately get back to enjoying Miller Time this season, it adds.
“The Cantenna is a head-turner on its own, but we didn't want to stop there," Clanfield said. "In order to really disrupt cord-cutters, we couldn't rely on typical marketing tactics, instead we chose an unconventional approach to serve them up something unforgettable during a time when they were the most engaged."
The Cantenna is not the first "can-novation" for Miller Lite. Last year the brand launched the Cantroller, a beer can that doubles as a gaming controller.
The Miller Lite Cantenna launch is supported with a robust 360 marketing campaign that will be deployed across paid, owned and organic media, social influencers and traditional earned media relations.