MillerCoors-owned Miller Lite is banking on consumers sharing all of their beer-guzzling photos on Twitter this summer for the brand’s first tweet-to-win contest.
The "Show Us Your Miller Time" summer campaign will help the Chicago-based brewer create content that will then be used in a television commercial this fall. While the campaign includes Twitter and Facebook components, Twitter is a bigger focus in reaching the brand's demographic of guys aged 22 – 27 years old, per Cris Rivera, senior brand manager at MillerCoors.
"This is completely new for us to run a program like this via Twitter," Rivera told Adweek. "We’re trying to capture the natural behavior that is already happening."
Miller Lite is asking consumers to follow the brand on Twitter and tweet a picture of themselves with either its product or logo that is tagged with the #ItsMillerTime hashtag.
Beer fans can submit their photos until August 14 and the commercial will roll out on August 15. The TV spot will air through September on network and cable networks including Spike TV and Comedy Central.
The beer brand worked with DigitasLBi to orchestrate the campaign, which will also dole out $1,000 prizes to ten lucky submissions each day for 100 days.
Due to age-gating issues, Twitter is still a fairly new marketing platform for Miller Lite.
A YouTube paid push is planned for tomorrow with takeover ads and a 30-second spot has also been posted to the brand’s page. The video clip is set to the tune of Andy Williams’ "It’s the Most Wonderful Time of the Year" to play up the fact that summer is prime-time for beer sales.
Miller Lite also bought Promoted Tweets yesterday to get the word out. Other traditional media and social buys are also planned, including some that will place consumers’ submissions directly into ads.
For example, consumers who share photos could be featured in on-air ESPN billboards.
Miller Lite is not the only beverage brand enlisting social media to fuel TV content. Earlier this week, Coca-Cola debuted an ad created entirely from short video clips.