As music festivals became more about selfies than songs, Miller Lite saw an opportunity to use its Bonnaroo sponsorship to bring the focus back to true fans and authentic music moments. Instead of limiting the partnership to pouring rights and signage, we created Road to Roo—a fan-driven battle of the bands that put discovery back at the heart of the festival experience.

Starting in Nashville, Athens, and Atlanta, dozens of local acts competed in classic venues, with fans voting in person and online via Facebook Live streams hosted by local radio. Winners advanced through multiple rounds until two bands earned their place on the Miller Lite stage at Bonnaroo. Along the way, fans who voted had the chance to win festival passes, making them part of the journey. In the end, Miller Lite turned a standard sponsorship into a celebration of grassroots music culture—bringing fans, bands, and beer together on the road to one of the biggest stages in the world.