Miller Lite has embarked on a user generated content campaign, encouraging fans to submit their own summer photos with the beer brand with the promise of turning the best ones into a nationwide TV campaign. This case study looks at how the campaign's hashtag became the No. 2 branded hashtag on Twitter.
Back in May, the beer brand launched a summertime #ItsMillerTime campaign, in which it used packaging, promoted tweets and its social channels to ask people for their best summer photos.
The brand says nearly 180,000 photos were submitted, and claims that #ItsMillerTime has been the No. 2 branded hashtag on Twitter since May 7, trailing only Adidas's #allin).
The brand liked seven of the fan photos in particular and featured them prominently in the new national TV spot below, which breaks early this week.
