MILLER LITE - SUMMER

Miller Lite challenged us to connect and engage with consumers throughout the summer, especially during the key patriotic holidays, which represent the top three beer selling occasions of the year.

The fact is, America works more hours and takes less vacation than every other developed country. This told us that in the nation that invented Miller Time, we had forgotten how to enjoy it. We aimed to fix that.

We inspired Americans to take time to make more Miller Times and asked them to snap a photo and share on Twitter using #ITSMILLERTIME for opportunities to gain social currency as well as $1,000,000 in real currency,

#ITSMILLERTIME quickly became the number one branded hashtag on Twitter, exceeding Bud Light’s #UPFORWHATEVER by 5,227%. The campaign increased sales, received 186,346 photo submissions, and gave Miller Lite a substantial new legion of social media followers.

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