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Miller Lite
#ItsMillerTime Awards

RAN IN: United States

CLIENT
MillerCoors

Gannon Jones, VP/ Brand Marketing
Jeanne-ette Boshoff, Senior Manager Brand Marketing
Greg Butler, Senior Director, Brand - Miller Family of Brands
Sara Studebaker, Associate Marketing Manager Brand Marketing
Allison Wallin, Associate Marketing Manager

AGENCY
DigitasLBi Chicago *Lead Agency

Matthew Weiner, VP/ Creative Director
Marlon Millhouse, VP/ Account Director
William Matznick, SVP/ Group Creative Director
Morgan Carroll, EVP/Executive Creative Director
Ronald Ng, Chief Creative Officer, North America


Initiative


SUMMARY

Up against seven years of declining sales, we curated a fresh sense of community for Miller Lite by celebrating the moments that matter most. We werent interested in the epic moments social media is known for. Instead, we celebrated everyday moments of real friendship. Using Twitters Promoted Trend platform, we built an experience that asked our community to share how they celebrate #ItsMillerTime in a first-ever live awards show. The effort yielded 123x more User-Generated Content than average, and commanded a leading 68% share of voice. All in one weekend.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Consumer Involvement/User Generated, Social Media

Audience: Men

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: National

Language: English