This Miller Lite Commercial Uses Facebook and Twitter Images from Fans
Laura McQuarrie — August 20, 2014 — Lifestyle
References: millerlite & adweek
The 'Most Wonderful Time' Miller Lite commercial is set to a familiar Christmas jingle and tons of user-submitted photos that show off the best summer has to offer. The commercial is the result of the #ItsMillerTime campaign, which was rolled out earlier this year, asking for fans to submit summer photos that feature Miller Lite cans. As a result, nearly 180,000 photos were submitted and some of them even made the cut for this 30-second commercial.
One of the most dynamic shots includes one of a guy skydiving and a newlywed couple with beers in hand. At the end of the video, more of the fan-submitted photos are visible in a huge collage underneath the #ItsMillerTime tag.
One of the most dynamic shots includes one of a guy skydiving and a newlywed couple with beers in hand. At the end of the video, more of the fan-submitted photos are visible in a huge collage underneath the #ItsMillerTime tag.
Trend Themes
1. User-generated Advertising - Creating commercials using user-submitted photos from social media offers an opportunity for brands to engage with their audience and create authentic content.
2. Crowdsourcing Campaigns - Launching campaigns asking for fan submissions allows brands to tap into the creativity and enthusiasm of their customers, while also generating user-generated content for future marketing materials.
3. Branded Hashtag Phenomenon - Using a branded hashtag like #ItsMillerTime can help brands create a sense of community and encourage fans to share their experiences with the company's products.
Industry Implications
1. Beverage Industry - Beverage brands can leverage user-generated content to create compelling advertisements that resonate with their target audience.
2. Advertising and Marketing Industry - The rise of user-generated advertising presents new opportunities for advertising agencies and marketers to develop innovative campaigns that feature content directly from consumers.
3. Social Media Industry - The success of campaigns like #ItsMillerTime demonstrates the power of social media platforms in facilitating user engagement and driving brand awareness.
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