Success Story

IAVA, Miller Launch "High Life" Campaign with San Diego Padres
July 4 2010

On July 4th, IAVA and Miller High Life brought together more than 850 veterans and their families for the launch of our “Give a Veteran a Piece of the High Life” campaign at Petco Park in San Diego.

Working with IAVA, Miller High life will donate up to $1 million in cash and experiences, such as baseball and football games, concerts and outdoor adventures to OIF and OEF veterans through IAVA's Rucksack. For every Miller High Life and Miller High Life Light bottle cap returned to stores, Miller High Life will donate 10 cents to help “Give a Veteran a Piece of the High Life.” Through this program, IAVA hopes to provide our membership with an opportunity to experience premium events while connecting with other veterans in their communities.

IAVA TAKES THE FIELD: Petco Park

Attended the game? Click here to download photos.

Independence Day started off with hot dogs and High Life at an exclusive, pre-game party hosted by the San Diego Padres. Just prior to the game, 30 IAVA members got a last-minute upgrade to their High Life Experience, including IAVA Member Veterans Steve Noakes and Moses Maddox who joined actor Windell Middlebrooks, the iconic Miller High Life Delivery Guy, and All-Star Padres pitcher Heath Bell on the field during batting practice.

To open the game, IAVA Founder and Executive Director Paul Rieckhoff threw out the first pitch. Throughout the game, IAVA Member Veterans and their families made frequent appearances on the JumboTron and, thanks to the San Diego Padres, a couple of vets even got to sit right behind home plate. The Padres ended the game with a walk-off win when Tony Gwynn singled with the bases loaded at the bottom of the ninth inning. It was an awesome end to a game that signaled the start of an amazing summer of High Life Experiences for the IAVA community.

MEDIA HIGHLIGHTS

IAVA Member Veterans received a lot of national press during campaign launch weekend, including hits on CNN, Fox and Friends and local affiliate San Diego 6. Watch some highlights below.

CNN: IAVA Executive Director Paul Rieckhoff and Miller High Life Delivery Guy Windell Brooks on how the nation can help give new vets a "Piece of the High Life."
Fox & Friends: IAVA Legislative Associate Tom Tarantino joins Fox and Friends to discuss the "High Life" campaign.
YES Network: IAVA Membership Associate Adam Bryant goes behind-the-scenes for the making of the IAVA-Miller campaign commercial featuring IAVA Member Veterans.

GET INVOLVED

Want to get involved with IAVA and join us at future events like this in your area? Sign up to become an IAVA Member Veteran or Supporter today.