360 degree activation started with a sales pitch to over 1,000 beer distributors at the MillerCoors national convention where the Director of the Iraq and Afghanistan Veterans Association (IAVA) endorsed the program. We kicked things off for consumers by giving away 1,000 tickets to a baseball game for vets and their families, gaining coverage on Fox News and CNN. At retail, patriotic packaging and POS signage promoted a 10 cent donation for every cap that was collected. We enabled Facebook users to show their support by sending messages to vets and post a badge we created to their profiles.

The program was received well enough by the distributor network and retailers that we saw a 36% increase in POS activation from the previous year. Furthermore, consumers took notice to the effect of a 6% increase in sales volume for the period.