Miller Lite Got 180,000 Summer Photos From Fans, and Picked 7 for This National TV Ad | Adweek Miller Lite Got 180,000 Summer Photos From Fans, and Picked 7 for This National TV Ad | Adweek
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Miller Lite Got 180,000 Summer Photos From Fans, and Picked 7 for This National TV Ad Foray into UGC

Earlier this year, Coca-Cola rolled out its first TV spot made completely with user-generated content. Now, it's Miller Lite's turn to shine the spotlight on its fans.

In May, the beer brand launched an #ItsMillerTime campaign, in which it used packaging, promoted tweets and its social channels to ask people for their best summer photos—with cameos by the retro-cool Miller Lite cans, of course.

The brand says nearly 180,000 photos were submitted. (It further claims that #ItsMillerTime has been the No. 2 branded hashtag on Twitter since May 7, trailing only Adidas's #allin).

The brand liked seven of the fan photos in particular and featured them prominently in the new national TV spot below, which breaks early this week. (A few dozen shots more are compiled in a collage at the end of the ad, but only the seven get full-screen treatment.)

They're all fun snapshots—not particularly compelling, but "relatable," as they say. And as for the wedding couple—more power to you.

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