Ads that make us go hmm: #ItsMillerTime

September 02, 2014

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Miller Lite

(photo cred: Miller Lite)

Miller Lite may not be the king of beers, but it is the king of user-generated content right now. The brand urged fans to share moments featuring their throwback can design and their branded hashtag, #ItsMillerTime, generating 180,000 pieces of UGC, according to the brand.1

Miller Lite hero-ed the content by thanking those who shared in a national TV spot, while highlighting seven of it’s favorite summer-long submitters in the ad. To us, this is a win-win for the brand. While they are able to utilize this collection of user-generated content, in a big way, they are also able to pay their thanks to those who participated and strengthen their brand/fan relationship by doing so. Miller Lite, was also exposed to many personal moments from their fans over the course of the promotion, and presumably learned a lot about how their consumers consume Miller Lite, to inform future strategy.

As we saw previously with Coca-Cola’s campaign, if successful, UGC can be a great way to spark fan conversation, fuel brand insights and provide a creative campaign for the brand. We love how Miller Lite payed it back to their fan base by highlighting some of the stand out content in a TV spot! Props to you!