Miller Lite Summer Kick Back

ML.png

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