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.