Miller Lite aims to connect with its audience in social media. It's not a place to just show TV spots or spout product benefits. It's also a place where Miller Lite likes to stretch its legs and assume the voice of its audience. It's a place where the brand can relate on a human level and share in the same jokes, anecdotes, memes, etc. as their audience.
When food porn became a hit on the Internet, it didn't take long for Miller Lite to capitalize.
Bowchikawawa. Beer Porn was born out of millennial's fascination with food porn and their love for beer. While they don't have the sophisticated equipment that a Beer Porn production entails, Miller Lite does. Through a simple shoot, a quick edit here and there, and thematic music, Miller Lite was able to bring life to its product that had never been seen before.
Food Porn and Vine were completely turned on their ears along with the audience. The tweets were major hits, spawning expansive use of #BeerPorn and a bunch of uncomfortable conversations that we wouldn't want to have with our parents.
