Miller Lite Summer Kick Back
Enhancing the lives of beer drinkers everywhere, Miller Lite provided useful gear, unique experiences, and attention-worthy content to make the summer of 2016 unforgettable. Fueled by live events, real-time content production, active community management, and an extensive influencer surprise and delight program, the Summer Kick Back was an award-winning, social media lead campaign, that help drinkers kick back and enjoy their summer, leading to positive ROAS.
Role: Social Media Strategist and Community Manager
Precision Social Listening
Using the right queries and proper skill, we searched to help thirsty souls in need; from someone on a beach, low on ice, having a new cooler delivered within minutes, to getting a group of friends a chauffeured Escalade to Bonnaroo after theirs fell through.
Extensive Surprise & Delight
Averaging seven kick backs per day, to over 600 people throughout the summer, we sent everything ranging from a few months of free Spotify and bottle openers to exclusive tickets to the ESPYs.
Live Community Management
Supporting three live events, we quenched the thirst of thousands of beachgoers on Memorial Day, threw shade for scorched festival attendees at Bonnaroo, and migrated an entire bar of yearning baseball fans to a Chicago White Sox game.
Real-time Content Creation and Publishing
Using over 75 individual pieces of content, I managed all of Miller Lite's social properties in English and Spanish.
Best Consumer
Engagement Program
2017 Silver Word of Mouth Media Award