Today, more people watch gaming content than HBO, Netflix, Hulu, and ESPN combined. Miller Lite needed a way to win over this huge tech savvy and skeptical audience. So, we made something only Miller Lite could. We called it The Cantroller™. A full 12oz. can of Miller Lite that doubled as a video game controller. A custom designed microchip and battery fit perfectly in the bottom of the beer can. Those pieces connected to a flexible circuit board with clickable buttons. Bluetooth made it compatible with billions of games. Then we hacked E3 too – the biggest gaming conference in the world. We didn’t have a E3 sponsorship, so we set up the Cantroller across the street and let gamers compete to win a Cantroller in a video game tournament streamed live on Twitch. We broke Twitch’s record for a branded stream and were the most talked about activation at E3. Game over.