Success Story

IAVA, Miller Launch "High Life" Campaign with LA Dodgers
July 9 2010

On July 5th, more than 350 IAVA Member Veterans and their families joined IAVA and Miller High Life at the Los Angeles Dodgers vs. Florida Marlins game at historic Dodger stadium in Los Angeles to continue the kickoff launch for our new “Give a Veteran a Piece of the High Life” campaign.

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: Dodger Stadium

Attended the game? Click here to download photos.

Before the start of the game, 15 IAVA Member Veterans took to the Dodgers dugout to watch the teams practice, including taking photos with and getting autographs from legendary Dodgers Coach Tommy Lasorda and Dodgers players.

In addition, over 100 IAVA members were invited on to Dodgers outfield wall to be saluted and recognized for their service during the national anthem by more than 40,000 fans. To kick-off hte game, IAVA Executive Director Paul Rieckhoff threw out the ceremonial first pitch with Miller High Life's iconic "Delivery Guy" Windell Middlebrooks. Throughout the game, local vets enjoyed free hot dogs and beverages courtesy of Miller and the Dodgers.

After the Marlins' took the win, IAVA Member Veterans and their kids rushed out onto the field to watch a fantastic fireworks display, ending both a great night and the kickoff weekend for this ground-breaking partnership.

MEDIA HIGHLIGHTS

IAVA Member Veterans received a lot of national press during campaign launch weekend, including hits on CNN, Fox and Friends and Los Angeles' local affiliate KCAL9. 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.