On Monday, we posted Miller Lite's new national TV spot, featuring a handful of fan photos selected from some 180,000 gathered through the immensely successful #ItsMillerTime hashtag campaign.
Now, with impeccable timing, Newcastle is here to call bollocks on the whole idea.
The British brewer, known for its anti-marketing marketing, just launched its own hashtag campaign, #NewcastleAdAid, in which it's also asking for fan snapshots—and promises to use the wonders of Photoshop to turn them into really shoddy-looking ads.
Why the sudden embrace of low-cost user-generated content? Because it blew its marketing budget on celebs for the Super Bowl and the Fourth of July.
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