Miller Lite Kickbacks

Miller Lite is a brewed for friends. So we transformed the brand’s Twitter feed into a friendship. When we saw a tweet about something one of our pals needed, we helped them out. We created Skywriting Tweets, brought the World’s Biggest Umbrella to Bonnaroo, brought street musicians to our followers’ barbecues. Brand Affinity and Awareness scores on Facebook and Twitter increased by 200%, overtaking Bud Light—who had five times our budget--for the first time ever.

CD/AD Mark Taylor. CD/CW Matt Weiner