Miller Lite: THE ORIGINAL SOCIAL MEDIA
How DO WE ACTIVATE A CAMPAIGN ABOUT GETTING OFF SOCIAL MEDIA oN SOCIAL MEDIA?
Refresh the Brand: Miller Time is the original social media.
Get people to actually do what the campaign anthem proposed: give up something extremely personal and vitally important (their phones) to get so much more back (real time connection with friends & a free beer to boot).
The Offline Can: A Facebook Instant Game experience that actually made people put their phones down to enjoy face-to-face Miller Time with friends at the ever crucial Point of Sale (bars). The more friends disconnect in person, the more reward!
The incentive: An exclusive, limited edition “Offline Can” for putting phones down and connecting in-person with friends for 30 minutes.
Product: We can use technology to reward people for moderating technology, “Disconnection for Connection’s Sake.”
The technology developed by Facebook allowed us to go from just talking about meaningful social interactions to actually creating them, bringing people closer together in a fun way that refreshed the brand.
MESSENGER EXPERIENCE - HOW IT WORKS: