To 20-something guys, summer is the real holiday season. Days off, parties with friends and family, feasts, etc. We celebrated their favorite occasion and asked guys to share their summer with us in exchange for the opportunity to have their content used in our ads. We used our channels to ask for user generated content and then used the content to fuel our channels.
We turned the user Facebook and Twitter pictures into out of home, digital display, social posts of our own, and even featured them on Colbert and Sportscenter. We got over half a million picture responses, were the #1 branded hashtag in the U.S. and #2 global on Twitter during the campaign (17.7x more mentions than Bud Light's #UpForWhatever) and grew our following (112,000 new followers versus Bud Light's 34,000), making for an incredibly successful holiday season. The whole campaign was wrapped up by a TV spot featuring some of the best user generated content submitted to the contest.
