MillerCoors LLC has launched a Miller Genuine Draft 64-branded application that turns the iPhones of the beer’s calorie-conscious drinkers into a pedometer that can link with social networking site Facebook.

The free MGD 64 works like a traditional pedometer. Its technology can recognize a change in motion and can recalibrate accordingly.

The aim of the company is to provide consumers a new mobile tool to help them maintain their active, sociable lifestyle. They also have the option to share their progress with friends on their news feed and to join MGD 64 group challenges.

According to Tristi Pfeiffer, marketing manager for MGD 64 at MillerCoors, Chicago, the company is launching the MGD 64 Pedometer app to provide their active-lifestyle consumers with a tool that both helps them maintain a balanced lifestyle and allows them to connect with other like-minded consumers through Facebook.

As per his opinion, it is a tactic that connects well with their brand positioning and with their consumer’s desire for interesting mobile tool. The target demographic of the company is legal-drinking-age men and women who are looking for fun.

The MGD 64 pedometer application also has the ability to connect to Facebook users. Once consumers have entered their Facebook log-in information, they have the option to share their progress with friends on their news feed and to join MGD 64 group challenges.