Miller Lite was a major product-placement sponsor for the summer 2013 comedy The Internship, starring Vince Vaughn and Owen Wilson. In order to maximize their partnership, Miller Lite wanted to do something big, and they did — by creating a ridiculous sort of internship all their own.
With the help of Mohawk Digital in partnership with Saatchi & Saatchi, Miller Lite hosted a Facebook competition to find four superfans who could handle traveling cross-country as official Miller Time Interns. These chosen Interns would visit seven cities, with each destination hosting a unique assignment (e.g., working as the pit crew for the Miller Lite Nascar Team). Along the way Mohawk’s production crew shot seven reality-style webisodes with the Interns as they got the job done and enjoyed copious amounts of Miller Lite. The series lived on Miller Lite’s Facebook page.
“What if your ‘typical’ intern tasks had to be completed within a specific time frame and happened to involve NASCAR, Major League Baseball, a Las Vegas pool party, and a red-carpet movie premiere? And what if you got to do it with three of your best friends?”