Miller Lite House at AT&T Stadium
Dallas Cowboys
Worlds' Most Valuable Brands
How we helped
- Brand Clarity
- Sponsor Activation
- Visual Story Telling
- Interactive Displays
- Social Media Highlights
Introduction
A Fan Experience Like None Other
“It was really a collaborative effort between Advent, the
Cowboys admin, Charlotte Jones leadership, and our team,” Adam Dettman, Molson Coors head of partnerships for North America
This collaboration resulted in a unprecedented fan experience:an 87,000 square foot outdoor property with two beer gardens, six bars, a 70-yard turf football field, over 60 television screens, two fantasy football walls, and the biggest walk-in beer cooler in the state of Texas.
The LiteHouse, located just a couple hundred yards away from the west side of AT&T Stadium, is a football fan’s dream. On either side of the turf field are beer gardens shaded by the perfect amount of trees, furnished with wooden sit-down tables and booths, couches, metal standing tables, and bar stools at each of the bars. Everywhere you turn there are televisions, including two Texas-sized screens beyond the west end zone.
Photo Gallery
The Challenges
- Maximize the impact of the $200 million investment/partnership between the Dallas Cowboys and Molson Coors.
- Capture the interest of fans in a meaningful, branded experience that aligned with both brands.
- Ensure the space is easily accessible while still able to host pre-game activities, festivals, and other gatherings.
The Process
- Created a tailored audience journey based on the different use-cases that ensured the Molson Coors and Cowboys brand was authentically showcased.
- Tested materials and surfaces to ensure displays could withstand the heat of Dallas summers.
- Incorporated local artists to create unique displays like the hand-painted Miller Lite beer can wall.
The Solution
- Fabricated and installed key brand components authentically throughout the space to maximize brand awareness.
- Utilized interactive Instagrammable moments to encourage visitors to share their experience on social media.
- Developed a flexible multi-use space that can easily be transformed to enhance any event AT&T Stadium chooses to host.
