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. We used Twitter to ask for user generated content and then used the content to fuel Twitter.
We turned summer into an all-out millennial celebration. We then turned user Twitter pictures into out of home, digital display, Tweets 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.
