Guys could get beer in a bar or at a store, but then they'd have to leave the couch. We looked at the couch as an emerging market and hit them up there. Through highly targeted mobile messaging, guys who tweeted about watching football were served a Tweet card in which they were encouraged to order beer right then and there from their phone. They clicked through from the Tweet, ordered the beer, and Miller Lite had it delivered…they even picked up the delivery fee.
This program lead to increased brand affinity amongst the key target, increased sales, and the establishment of a brand new revenue stream for Miller Lite.
Millennial were served a first-of-its-kind Tweet card encouraging them to order beer that would then be delivered to their door within the hour. They were only served this tweet if they had tweeted about some of our triggers. In this case, the program was taking place during playoff football so anyone in our target demographic who was tweeting about football, watching football, drinking beer, etc. would be served the tweet. From there, the user clicked through to a mobile site where they entered their order and payment info. Miller Lite paid for the delivery fee, and Drizly got the beer to their door in 60 minutes or less.
The messaging in the tweets was optimized to surround the users' football rooting interest or local market. We were also able to change the messaging according to the round of the playoffs and the matchups taking place.
Never before has beer been sold through Twitter. Never again will it be done for the first time.