Music festivals have drifted. Once about discovering sound and forging connection, they’ve become backdrops for influencer culture—less about the music, more about the moment. As the official beer sponsor of Bonnaroo, Miller Lite didn’t want to just slap a logo on the experience. We wanted to give it back to the fans.

True music fans are still out there. They’re not chasing hashtags—they’re chasing goosebumps. And for every A-list headliner, there are hundreds of local bands dreaming of their moment on a real stage. So why not let fans decide who deserves that chance?

The Road to Roo: A fan-fueled competition to put undiscovered bands on the Bonnaroo stage.

We launched the Road to Roo in three music meccas—Nashville, Athens, and Atlanta. Local venues hosted live Battle of the Bands contests, promoted through Facebook and live-streamed by hometown radio stations. Fans voted online and in person, with every vote doubling as a chance to win Bonnaroo passes.

Over several knockout rounds, we built momentum, buzz, and real emotional stakes—culminating in two fan-chosen bands earning a spot on the Miller Lite stage at Bonnaroo. One winner, The Norm, captured the heart of the crowd with their story:

“The last two years, my brother and I were parking cars at Bonnaroo. This year, we’re playing it.”

Hundreds of bands entered

Thousands of fans participated in live and online voting

Lifted brand perception among music fans as “authentic” and “fan-first”

Drove engagement through hyper-local partnerships and national content

Reinforced Miller Lite’s place as a true original in a crowded category

Creative concepting, brand positioning, and copywriting. Shaped the campaign narrative across social, video, and live event activations—making sure every touchpoint felt true to music fans, not marketers.