Miller Lite, and the entire American Light Lager category, continues to wage a battle for relevance with Millennial consumers as they lose ground to craft beers and cocktails. In this battle, Miller Lite has the added challenge of reversing perception among young drinkers that the brand is "for old people", or even worse a "frat boy" beer. So the brand set their sights on using Twitter to impact sentiment in realtime—to be in the conversations and moments that matter most to guys. The overarching goal was set to spark engagement in order to grow affinity.
According to Twitter, an average of 5,787 tweets are shared every second. With so much being said, many brands will do just about anything to gain attention. Even if that means pretending to be 'on fleek'. Or awkwardly addressing consumers as 'bae'. Brands have the tendency to flood the feed with fake.
Not Miller Lite. The brand believes in keeping the feed real. In breaking away from the pack by simply behaving like guys do on Twitter. Sharing what's on our mind without filtering our thoughts. Being passionate about what we love. Co-opting culture to show our unique perspective on the world. Miller Lite treats the platform just like our guys' favorite bar—pull up a stool, and shoot the shit. Grabbing a beer, gaining perspective—that's important.
Miller Lite creates conversations, and responds to others. And a community based on a shared love for beer and best friends is born.
Miller Lite has become a leader on Twitter, experiencing consistent month-over-month follower and engagement growth. Twitter has fueled Miller Lite's ability to impact perception among guys, according to brand reporting. And Miller Lite continues to outpace category competitors Bud Light and Coors Light in total fan following.
Specific activations have also led to breakthrough performance. The #ItsMillerTimeAwards used a Promoted Trend to own Memorial Day weekend—a key selling moment—resulting in the #1 branded alcohol hashtag, and nabbing over $3MM in earned media.
At the end of the day, the industry has taken note. Recently, the brand was acknowledged by AdWeek as one of "The 25 Funniest Brand Twitter Accounts You Should Be Following". And ranked the "#1 Beer On Twitter" by Engagement Labs.
#ItsMillerTime is not trending, it's winning.
