Executive Summary We built a can of Miller Lite that doubles as a fully functional video game controller. At first glance, the CANtroller looks like a regular can of Miller Lite. But it has something that no other beer can has: some seriously cool hidden technology.Miller Lite is a well-known drink recognized for their minimalist design. We created a whole new experience combining drinking and gaming. Beer and video games are a winning combination. To revolutionize the way gamers quench their thirst, Miller Lite wanted to bring them one step closer to enjoying a cold one. So we created the CANtroller, a video game controller that also holds 12 ounces of Miller Lite it’s a fully functioning controller equipped with USB charging, bluetooth, haptic feedback and, of course, beer.For all of the impressive technology involved, the can is extremely elegantly designed. We wrapped a super thin, flexible printed circuit board around the can and stuck metal dome switches on top with adhesive. The final product is a wireless, rechargeable 10-button controller with integrated Bluetooth technology that allows you to connect it to any computer.

Background to project

Beer and video games are a winning combination. To revolutionize the way gamers quench their thirst, Miller Lite wanted to bring them one step closer to enjoying a cold one. So we created the CANtroller, the first-ever video game controller that gamers can actually drink.

Objectives

Miller Lite's latest campaign looks to engage with the 40% of gamers that are already drinking beer while they play, according to the brand, and utilizes several elements that have proven popular with millennial and older Gen Z consumers (21+).

For many adult gamers, there’s just something that feels right about competing against friends or getting lost in a fantasy world with a cold beer by your side. But you’ve only got two hands. How can you hold a controller and a beer? Miller Lite has found a way.

Strategy

The Cantroller was part of a Miller tie-in campaign for the 2019 E3 (Electronic Entertainment Expo) in Los Angeles; as an epicenter of the gaming industry’s year, brands often look to get in on the fun. We partnered with actor and comedian Eric Andre to introduce the world to our epic can creation at E3 in Los Angeles. Gamers from around the world flocked to challenge Andre to the classic game of Street Fighter. If they beat him, they were rewarded with a limited edition CANtroller of their very own. The activation was livestreamed on Twitch, the Amazon-owned streaming platform that’s become the default viewing hub for video games.

No one had ever done anything like this before, so without any model to follow, our whole approach was crafted from the ground up. Our team tested dozens of conductive materials, laminating approaches, and wrapping materials to find the winning combination that would integrate the necessary tech while maintaining the appearance of the original can design.

For all of the impressive technology involved, the can is extremely elegantly designed. We wrapped a super thin, flexible printed circuit board around the can and stuck metal dome switches on top with adhesive. The final product is a wireless, rechargeable 10-button controller with integrated Bluetooth technology that allows you to connect it to any computer. Its lithium-ion battery allows for three hours of gameplay and its micro USB port recharges it in a flash. Best of all, the CANtroller still works after you pop the tab and drink the beer inside, so you can keep playing long after you enjoy your refreshing reward.

Results

The CANtroller is real, and it works. In the end, we helped Miller Lite combine the two best things in life that fit in your hands: a beer and a video game controller.

- 200 prototype Cantrollers made and it isn’t the end...