Miller Virtual Racing League
Posted in Tim Portfolio - January 1, 2001 - tim
VRL was an extensive promotion to connect bits and atoms for Miller Brewing. Specially marked six-packs of Miller Light had codes imprinted under the bottle caps. Red Sky created a full-blown fantasy racing environment online where fans could exchange those codes for NASCAR basics: a driver, a manager, car upgrades, tires, etc. And then race in brackets throughout the year against other players. The Red Sky system spawned an entire ecosystem of related sites where they traded racing tips, insults and even codes. View Detail for the splash Flash intro to the VRL experience.
Best In Show across all media categories in the 2002 International Food and Beverage awards, and Gold medal in the interactive category.
