We’re not sure that this is the way for MillerCoors to re-engage millennial consumers who’ve abandoned beer for other pursuits…But it does gets an ‘A’ for thinking outside of the box!
Say hello to Cantroller a gaming controller that doubles as a 12-ounce can of Miller Lite. And, yep, there’s beer inside.
Miller Lite is bringing gaming and beer drinking one dangerous step closer with its just announced “fully functional gaming controller fashioned from a full can of beer,” that MillerCoors is launching this week in partnership with comedian Eric Andre, who is evidently also a big gaming fan.
These special controllers are limited and you’ll have to register (and be 21 or older) to win one of the custom controllers at a private event held during the Electronic Entertainment Expo (E3) in Los Angeles on June 12.
At the event, select fans will be compete against Andre at Street Fighter, a video game classic that’s so classic that we’re not even familiar with it. And if they beat him, they’ll win the special edition Cantroller.
These items are not for sale so this is as big ‘get’ as these unlikely things get.
And Justine Stauffer, a senior manager on Miller Lite told Behind the Beer that the company is more than ‘game’ about making its brand part of the game…
“With some 40% of gamers already drinking beer while they play, we’re taking it to the next level by offering them a fun way to enjoy Miller Lite while they play their favorite games…Miller Lite is a fan of gaming of all kinds, and the launch of the Cantroller is another way we’re connecting with the gaming community.”
“As Miller Lite evolves our place in the world of gaming and eSports, we’re continuing to focus on what it means to be a fan of gaming and building activations that elevate the gaming experience for players and fan.”
According to Stauffer Miller Lite “partnered with technology company, Unit 9 to develop these unique controllers.
They’re designed using flexible circuit board technology that connects to gaming consoles and computers via Bluetooth and are equipped with rechargeable batteries that are able to be refrigerated so players can enjoy Miller Lite at peak refreshment temperatures.
Miller Lite, who has made 200 Cantrollers for the June 12th launch at the special E3 event, does however recommend keeping the can unopened for the optimal user experience.