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Michelob Light to begin summer radio ads.

Michelob Light to begin summer radio ads

Michelob Light and Anheuser-Busch, Inc., have announced plans to introduce three new listener-interactive radio promotions, which will be launched on stations this summer.

The three spots, "Touch-Tone Open," "Celebrity Innings," and "Mystery Minutes" are being offered to stations as exclusive market promotions, each with its own different twist.

"Touch Tone Open" and "Celebrity Innings" use special technology that allows contestants to "get into the thick of the action," according to a Michelob Light spokesperson. "Myster Minutes" is a 25-episode "whodunnit" that provides listeners a series of clues to solve the mystery.

"These promotions provide a nice mix for Michelob Light in that each is a bit unusual, each promotes participation by listeners, and, above all, they're fun," said Jim Schumacker, Michelob Light brand manager. "The interactive format also makes these contests memorable for the participants and entertaining for the non-players."
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Title Annotation:Michelob Light and Anheuser-Busch, Inc.'s new listener-interactive radio promotions
Publication:Modern Brewery Age
Date:Jul 1, 1991
Words:147
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