A first-ever UGC awards show on Twitter that celebrates our guys, and the real moments they spend together each summer.

SHOW US YOUR MILLER TIME, WE’LL SHOW AMERICA

In the summer months, guys social feeds fill with pictures of epic, FOMO-inducing parties. To break this convention, and validate that the smaller moments are just as share-worthy, we took to Twitter to champion the times that matter most—theirs. In order to make the biggest impact during summer, we zeroed in on Memorial Day. Tapping the real-time nature of Twitter, we used a Promoted Trend to build an experience that asked consumers to share how they celebrate #ItsMillerTime, in exchange for notoriety. In doing so, we turned our handle into their megaphone, and their audiences into ours.

From backyard BBQs to rec league softball games, we elevated everyday moments to legendary memories. And transformed ordinary summer occasions into celebrated Miller Times.

AWARDING WHAT MATTERS

Using select loyalists to seed the show among their followers, Miller Lite officially kicked things off announcing categories like “Best Happy Hour” and “Summer Games Pics”. Miller Lite re-tweeted, commented and declared 35 champions, personalizing the final award based on the context of the photo (e.g.: “Best I’m On A Raft #TBT”). The winners were featured in the Promoted Trend and sent branded summer essentials—some within mere hours—to keep Miller Time going. Playing into the awards ceremony theme, winners were asked to Tweet a video acceptance speech. Even country music icon Luke Bryan jumped in on the action, offering up meet-and-greet tickets to winners.

MAINTAINING MILLER TIME MOMENTUM

The show ended with the most important award of the day – free beer for all of summer. But with the momentum of Memorial Day, we sustained the engagement, encouraging users to share their #ItsMillerTime all summer long.

1. Goal: Increase brand visibility during key beer-selling season

Total impressions through sharing, re-tweeting and trending were more than 93 million in one day, owning more eyeballs than a Super Bowl spot. We dominated the conversation, claiming 68% share of voice, versus Bud Light’s 18% .

2. Goal: Increase engagement and User Generated Content (mentions of #ItsMillerTime)

Daily Average UGC using #ItsMillerTime saw a 5x lift, setting a record for UGC by a beer brand in a single day .

3. Goal: Increase affinity for Miller Lite as a brand that’s “right for me”

Affinity measures “Is a brand for someone like me”, “Is a brand I would take to a party” significantly increased post-campaign, with social media as the only medium with a ‘strong impact’ on lifting those perceptions .