Miller Lite Enlists Twitter for First-Ever User-Generated Commercial

Incentivizes social sharing with prizes

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.

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