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. #ItsMillerTime became the cornerstone of what was about to become the most successful social campaign of the year.
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. Despite massively underspending Bud Light, #ItsMillerTime was used 17.7x more than #UpForWhatever and we grew our following by 112,000 versus Bud Light's 34,000), making for an incredibly successful holiday season.
