Miller Lite spent $200,000 on a Twitter Promoted Trend to run #ItsMillerTime award show on May 21. The award show invited followers to share and tag their Miller Lite photos that best fit within six categories.
Some categories, which were announced throughout the day, included: #TBT pics, Crew pics and Fun in the Sun pics. The photo submissions were monitored in real time and winners were awarded grills, koozies, neon signs and Nascar tickets. Keeping with the award show theme, winners were asked to submit an acceptance speech video using Twitter’s built-in video player. There’s some risk involved when using Twitter Promoted Trends, like the backfiring of McDonald’s #McDStories and T-Mobile’s #neversettleforverizon campaigns that created more of a negative impact than expected. Fortunately, Miller Lite used a lighthearted combo of summer/photos/beer/friends to create an upbeat promotion with positive reactions.