The idea was to create a fun way for people to capture and share their Miller Time. So we created a selfie stick with a beer koozie as a handle. It was easy, fun to use and helped people do what they always wanted to do: drink a beer and post a selfie.

This wasn’t just any selfie stick with a beer koozie. We used a custom Texalium molded body. Texalium is a fiberglass-based fabric that has a proprietary finish and a thin coating of aluminum on the surface. To hold the cell phone, we added a custom, machined, aluminum-brass anodized frame with spring-loaded horizontal and vertical slides. The device was branded with Miller Lite iconography, emblazoned with a gold leaf #ItsMillerTime. Additionally, to ensure the beer stayed cold and securely placed, at the end of the arm we included a neoprene koozie.

No selfie stick has ever been more innovative than our innovation of the selfie stick.

Miller Lite’s BeerYourSelfie quickly became the main attraction wherever it went. From SXSW to bar parties, when people saw it, they had to try it, and often tried to steal it. People were free to do whatever they wanted with it. They could post pictures or videos. This helped propel #ItsMillerTime to become the most-used alcohol-related hashtag in spring and summer of 2015.