Miller Lite

Memorial Day weekend kicks off summer, and summer is about hanging with friends, making memories—and, of course, having a cold one. Back in summer 2015, to make sure those cold ones were Miller Lite, we turned drinkers into champions and their social networks into Miller Lite’s by launching the first-ever user-generated award show on Twitter.

By the end of the day, this work had more eyes on it than a Super Bowl spot. Miller Lite dominated the beer conversation with a 68% share of voice, and set a user-generated-content record for a beer brand.

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