Cheers to everyone for making the #ItsMillerTime Awards such a success. Keep tweeting us ur pics. We’ll show America! pic.twitter.com/JKVYkvf6hF
— Miller Lite (@MillerLite) May 22, 2015
Consumers have countless options when it comes to choosing a beer to quench their thirst.
So how in this world of endless beverage options does one stand out from the crowd? Two words: social media.
One beer brand using social media to set itself apart from the other cans and bottles is Miller Lite., which was recognized earlier this year for its social-media savvy. It can be found on many different social media sites, but where its aluminum sparkles is Twitter.
In 2014, Miller Lite used Twitter to go old school by bringing back its traditional “It’s Miller Time” tagline along with the retro packaging. The Twitter campaign looked to America to help Miller Lite create its upcoming commercial.
Participants posted photos of what “Miller Time” meant to then, and the top photos were then used to create the commercial that ran in the fall of 2014.
After that success, Miller Lite decided to up its game on Twitter, experimenting with a Promoted Trend, which costs around $200,000 for a one-day run.
Miller Lite used this spot to host its own award show. During this campaign consumers were encouraged to post their favorite summer photos with the #ItsMillerTime. These photos were then judged on categories six categories including best summer games and best BBQ. Prizes were awarded to the winners who were then asked to give an acceptance speech via video to keep the feel of an actual awards show.
“This program gets us closer to our fan, but it also allows our fans to really own the brand and start to define what it means to be Miller Time,” brand director Greg Butler told Adweek.
After the effort, the social data and analytics firm Engagement Labs announced Miller Lite as the top beer brand on Twitter, based upon the level of engagement, impact, and responsiveness.