3 months ago, Miller Lite started their #ItsMillerTime social campaign, asking their followers and fans through social media sites to share summer photos featuring their cans—beer cans that is. According to AdWeek, almost 180,000 photos were submitted, rocketing their hashtag to the #2 branded spot on Twitter.
— Deidre Coffey (@Catlady1977) August 9, 2014
— Matt Rodewald (@Matt_Rodewald) August 10, 2014
— Anthony Martorina (@ant_kneee) August 10, 2014
Holy moly! That’s a lot of content and engagement. So, what did Miller Lite do with these photos? They picked their favorites and used them in a new TV spot.
— Miller Lite (@MillerLite) August 18, 2014
In my opinion, user-generated content is the way to go. Not only do you have fans actively sharing your product across their social platforms and tagging your business, you can then use their content for your own purposes … and track it all with a brand-specific, campaign-specific hashtag. Traditional media are based on storytelling, but with digital media comes the opportunity for active engagement. Miller went beyond storytelling to providing an experience, which is something that can’t be fast-forwarded, passed or ignored. Fans flip-out when their photos are chosen, so it’s win-win for everyone.
More and more companies are using these tactics in their marketing campaigns, and it’s a smart move.