YOUR TAILGATE JUST GOT JEALOUS!
Overview:
New for the 2021 season, the Miller LiteHouse branded destination that boasts a 70-yard Cowboys turf field featuring field games, four video boards and over 60 television screens, two fantasy football screen walls and over 87,000 outdoor square-feet for event day experiences. The space also features two beer gardens and a walk-in beer cooler.
Along with having the coldest and best priced beer at AT&T Stadium, the Miller LiteHouse is filled with unique entertainment, including Dallas Cowboys Cheerleaders, Dallas Cowboys Rhythm & Blue Dancers, live music on stage, and a celebrity kickoff toast before each game. The Miller LiteHouse also has tailgating games like corn hole and barrel toss.
Fans can arrive 4 hours prior to 3:25/7pm games and 3 hours prior to 12pm games. The Miller LiteHouse is within the ticketed perimeter of AT&T Stadium and a game ticket is required for entry.
Ideation:
Miller Lite and the Dallas Cowboys worked together to create a fan experience like none other that is beer forward. The Cowboys wanted to provide a place for fans to come together and hang out pre-game and post-game with their best friends and other Cowboys fans!
Incentive:
The Cowboys are providing a wristband to the first 120 people who arrive at Miller LiteHouse . Those people can join Los Vaqueros Locos in a reserved viewing space on the Miller Lite Landing to watch the game.
Metrics:
The Dallas Cowboys and Miller Lite are measuring success by beer sales and fan experience engagement. The Cowboys have
already seen a significant uptick in beer sales in the Miller LiteHouse; additionally, fans are coming earlier and staying later to experience all the Miller LiteHouse has to offer.
attstadium.com/millerlitehouse/