January 9, 2008

Miller Lite Sweepstakes Offers Texas Customers Chance to Win $100,000 in Gas

Miller Brewing Company has launched a Texas Gas Sweeps promotion that gives Texas consumers a chance to drive away with $100,000 in free gas.

The instant win game, which runs through February 3rd at participating convenience stores and retailers throughout Texas, also gives consumers the chance to win Pre-Paid Gift Cards worth $100 each.

Consumers can obtain an entry card at any participating location while supplies last. To play, they need only to log onto www.MillerLiteTexasGasSweeps.com, register, and enter the unique code featured on their entry card.

Once at the game site, consumers can play an interactive game in which they find six full Miller Lite bottles amid a pile of empty bottles, and fill a six-pack carton before a glass of Miller Lite runs dry. At the end of the interactive game, a screen shot appears notifying the player if he or she is an instant winner.

"Convenience stores represent a huge growth opportunity for our business, and we saw an opportunity to create digital content that is relevant to the occasion and drives interaction with our brand after the point of sale," notes Jon Tauber, Senior Manager of Digital Marketing at Miller Brewing Company.

The Miller Lite Texas Gas Sweeps game, which is open to Texas residents who are at least 21 years of age, is being advertised through in-store POP and entry cards at Miller Lite displays. The online game is being administered by Dallas-based SCAinteractive, an online promotional services company that specializes in security, administration, and hosting of contests, sweepstakes and games. SCAinteractive, a subsidiary of SCA Promotions, is also handling the $100,000 prize coverage.

About Miller Brewing Company

As one of America's oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew "confoundedly good beers" with "uncompromising quality." Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18% of U.S. beer sales. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that established the American light beer category in 1975. Miller's latest innovation is Miller Chill, a chelada-style beer brewed with lime and salt to provide a unique twist on refreshment. The company also brews Miller Genuine Draft, Miller High Life, Foster's, Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Tyskie and offers the Sparks line of caffeinated alcohol beverages, as well as regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Miller is a wholly owned subsidiary of SABMiller plc, one of the world's leading brewers with a global footprint spread across six continents. For more information, visit www.MillerBrewing.com.

About SCAinteractive

SCAinteractive (www.scainteractive.com) is a leading online promotional services company that specializes in conceptual development, security, administration, and hosting of large-scale contests, sweepstakes and games. Recent promotions include McDonald's/Creata Pirates of the Caribbean campaign, in which 13 million users logged onto the promotion Web site in 28 days; and Casino Royale and Spiderman cross-marketing campaigns for Sony. SCAinteractive is a subsidiary of Dallas-based SCA Promotions, the world's leading provider of promotional risk coverage for contests, games and events. Founded in 1986, the company has covered billions of dollars and paid out over $156 million in cash and prizes for sales and consumer product promotions, lottery and casino jackpots, radio contests, and direct mail, Internet and sports promotions.