Sharknado 2 was all the rage amongst millennial males. It was all they could talk about in social media. Seeing as how Miller Lite assumes the voice of the guys it serves, there was only one move…get in on the conversation.
But Miller Lite doesn't just get in on a conversation, it provides a unique perspective. A little funnier, a little smarter, a little something extra. That something extra lead to a tweet that outperformed the tweets of similar subject matter by Bud Light and Coors Light and was picked up by Grantland, AdWeek, DIGIDAY, and BMI Elite.
When everyone else was talking about how dumb or bad or awesome or weird the movie was, Miller Lite took a fresh approach. The old geo-political mashup with a cult classic movie. Works every time. At least it did this time. The tweet was a top performer for Miller Lite and was picked up by various media outlets. Other brands even got in on Miller Lite's action and they were happy to oblige. A social community is nothing without the community.
If a tweet about a terrible movie that uses a sea creature in a suit behind a lectern at an important international event isn't award-worthy, we don't know what is.