Miller Lite enlists Artists to Express Passion of The Herd.

Miller Lite, the official beer sponsor of the Mexican soccer team Club Deportivo Guadalajara, widely known as Chivas, is giving legal-drinking-age fans the chance to shape the brand’s next Chivas campaign. Consumers will have the opportunity to choose one design from eight pieces of fan-created artwork that best expresses the passion of Chivas fans.

The eight artists were pre-selected and asked to develop artwork that displays the camaraderie and passion associated with Chivas, the most popular Mexican soccer team. The brand also developed a Facebook app that is accessible via Facebook.com/MillerLiteLatino, where people can vote for the artwork they believe truly expresses the nature of the Miller Lite and Chivas partnership. The artist with the most votes will help shape the 2013 Miller Lite Chivas marketing campaign, as well as win up to $10,000 and an Adelante U.S. Education Leadership Fund scholarship worth $5,000 to be applied toward additional schooling.

“Chivas fans are the most passionate fans in the Primera Division and we want them to help us express that passion and camaraderie among friends, fans, and teams,” said Alberto Senior, Miller Lite Hispanic marketing manager. “We see the drive and enthusiasm of Chivas fans everywhere we go, so who better than them to let us know how they express that love for the game and their favorite team.”

Each week, beginning now through October 1, consumers will have the opportunity to choose between two designs, in a bracket style contest, based on consumers’ votes, pieces advance to the next level of the competition. The artists will also be featured in short promotional videos explaining their inspiration behind their work and what “It’s Miller Time” means to them.

Miller Lite collaborated with local Chicago artist collective Momentum Art Technologies to bring the design contest to life via a large scale mural that was filmed and produced into a video that will be hosted online at http://on.fb.me/O1j62m. The mural and video demonstrate the camaraderie that Chivas fans experience when combining their favorite team with their favorite beer and it urges legal-drinking-age consumers to visit Facebook.com/MillerLiteLatino to vote for their favorite design.