Miller Lite Utilizes User-Generated Social Media Content for TV

Aug 18 • Front Page, Social Media, Twitter • 4388 Views

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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.

 

 

 

 

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.

 

 

 

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.

 

 

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