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Miller, ABC-TV to air "Ultimate Football Fantasy" program.

Miller Brewing Co. and ABC-TV will conduct a joint advertising and cross-promotional program in August and September in which viewers can win "Ultimate Football Fantasy" prize packages, including trips to Super Bowl XXVI.

According to Robert Ward, Miller's director of advertising, the joint programs with a major television network is the first of its kind in the beer industry. "The program will be supported by Miller Lite commercials developed specifically for the promotion to be broadcast on the ABC-TV Network in addition to cable television and print advertising mentions in ABC-TV Network advertising.

"The promotion is a great way for retailers to kick-off the pro football season and the 'watch and win' format makes it easy for our consumers to participate in the sweepstakes," Ward continued. "The program also enables us to create greater awareness of Miller Lite's official sponsorship of the National Football League and share in the excitement surrounding the premiere of ABC-TV's fall program schedule."

In August the contest will be announced and consumers will be instructed where to find game pieces. Then, then throughout September, consumers can match the eight-digit number on their game pieces with the one revealed in the commercial. ABC celebrities will appear in these spots to announce the winning numbers.

In addition to the five grand prizes, Lite will award 5,000 Lite/NFL "Monday Night Football" jackets, Ward said.
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Title Annotation:Miller Brewing Co.
Publication:Modern Brewery Age
Date:Jun 24, 1991
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