Miller Lite and Custom-Auto Guru 'Mad Mike' Giving Away Four 'Tricked Out' Jeep(R) Vehicles This Summer

'Pimp My Ride' Host to Help Consumers Customize Their Ride Online; Miller

Lite Also Giving Away 125 Other Jeep Wrangler Saharas This Summer

Jun 06, 2007, 01:00 ET from Miller Lite

    MILWAUKEE, June 6 /PRNewswire/ -- Miller Lite, with the help of
 auto-customization guru and MTV's Pimp My Ride host "Mad Mike" Martin, this
 summer is giving away more than 125 Jeep(R) vehicles, including four that
 will be custom-designed by consumers via an interactive Miller Lite
     Legal-drinking-age consumers can visit and in a
 few easy steps customize a "virtual" Jeep, which Mad Mike will sketch for
 them while providing witty and lively banter. Consumers can then submit
 their final custom ride for entry into a sweepstakes to win one of the four
 custom-designed 2007 Jeep Wrangler Saharas.
     "Summer is all about fun, and we think partnering the
 always-entertaining 'Mad Mike' Martin with Jeep will be exciting for Miller
 Lite drinkers," said Rob Olejniczak, Miller's promotions director. "We
 believe it is the perfect combination: Giving consumers of Miller Lite, the
 ultimate light beer, the opportunity to win a Jeep, the ultimate summer
 sport-utility vehicle."
     In addition to registering for the grand-prize giveaway, consumers can
 email their custom Jeep design to friends. They also can give Mad Mike a
 friend's phone number, and he will then leave a voicemail and text message
 inviting them to participate in the promotion. Once the contest is
 complete, behind-the-scenes webisodes will keep consumers engaged. Content
 will include the customization of the four Jeeps, interspersed with
 exclusive footage and appearances by Mad Mike.
     In addition to the four Jeeps given away with Mad Mike's help, Miller
 Lite will give away 125 other Jeep Wrangler Saharas this summer through
 various consumer promotions. For more information, log onto or stop by the Miller Lite display at your
 nearest grocery store or liquor store.
     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 percent of the U.S. beer
 market. In the past decade, Miller beers have won 105 medals -- more than
 twice as many as its major competitors -- at the biannual World Beer Cup
 and annual Great American Beer Fest. An unprecedented four-time gold award
 winner at the World Beer Cup, Miller Lite is the great tasting, less
 filling beer that has defined the American light lager category since 1975.
 Miller also brews smooth, golden rich Miller Genuine Draft using a unique
 cold-filtering process introduced in 1985. The company's oldest brew is
 Miller High Life, the champagne of beers. Miller imports Peroni Nastro
 Azzurro, Pilsner Urquell and Foster's, and it offers regional craft brews
 from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing
 Company. Near-premium beers include Milwaukee's Best Light, Steel Reserve,
 Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol
 brew. Miller also offers the Sparks line of caffeinated alcohol beverages.
 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
     About the Jeep Brand
     The Jeep brand has expanded to seven nameplates in the 2007 model year,
 the most available to retail consumers at one time in the brand's 66-year
 history. With the introduction of the all-new 2008 Jeep Liberty mid-size
 sport-utility vehicle (SUV), Jeep offers customers the freshest, most
 capable and widest range of sport-utility vehicles under one brand in the
 industry. At the start of 2004, the brand's trio of tough, capable, rugged
 SUVs included the venerable Jeep Grand Cherokee, Jeep Liberty (Cherokee
 outside North America) and the icon of the brand, the Jeep Wrangler. In
 2005, the Jeep Commander was introduced. In 2006, the redesigned Jeep
 Wrangler was unveiled. Also debuting in calendar year 2006 were three more
 all-new Jeep vehicles: Jeep Patriot, Jeep Compass and the four-door Jeep
 Wrangler Unlimited.

SOURCE Miller Lite