GMR

Create the ultimate music and racing consumer experience by focusing on Miller Brewing Company's long-standing relationship with retiring NASCAR star Rusty Wallace, his 25-year career, and millions of fans across the country.

Rusty's Last Call Tour - a seven-month, race-centric concert tour with popular artists who connect with Rusty's NASCAR fans. The program featured seven trackside concerts and six more shows in non-race markets. The campaign included a nationally prized Rusty Wallace Roast at Penske South and culminated with a send-off concert featuring top-selling artists such as Montgomery Gentry on the straight-away of Lowe's Motor Speedway.

Successfully impacted millions of Miller's existing consumers and new consumers through one promotional platform in on-premise and off-premise channels throughout the country.