To Kick Off Summer, Miller Lite Stages a Mini Awards Show on Twitter

Buys $200K Promoted Trend to spur submissions

Last year, Miller Lite brought back its classic "It's Miller Time" tagline and retro packaging with a Twitter campaign that turned social photos into a TV commercial. Today, the beer brand launches its summer campaign by buying Twitter's Promoted Trend, which costs roughly $200,000 for a one-day run, to encourage people to share their favorite summer-themed photos with the hashtag #ItsMillerTime.

"Last year, we wanted to reintroduce America to 'It's Miller Time'—it's a tagline that's been with the brand for a long time but one that needed help to reconnect with consumers," said Miller Lite brand director Greg Butler.

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