DDB brings back original social media – “Miller Time”

So many of us (you know who you are) are more concerned with having thousands of followers than a few good friends.

In an engaging new campaign from DDB, the creative agency for Miller Lite, has tapped into this thought and created a campaign that is both engaging, smart and funny as hell.

“With this new campaign, we’re championing in-person, genuine connections over social media followers,” says Anup Shah, Vice President, Miller Family of Brands. “We know that today’s generation of new drinkers will spend more than five years of their lifetime on social media, and yet are only meeting up with their close friends less than a few times a month*. By reintroducing Miller Time, we want to remind them that while social media is great, it’s no replacement for hanging out in-person over a Miller Lite.”

The first spot to drop, during Game 1 of the World Series, is aptly named “Followers.” Directed by Rattling Stick’s Ringan Ledwidge, brings social media to life like never before, imagining what a world would look like if followers literally followed us. Watch the 1:30 spot below:

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To complement the “Followers” spot, Miller Lite will be the first brand to boldly ask consumers to “unfollow us to the bar.” When you unfollow Miller Lite on Instagram or Facebook, you could receive a free Miller Lite to get back to enjoying Miller Time with friends.

Just text UNFOLLOW to 49375 with a photo or screenshot to prove you are unfollowing the brand. Details on the program, including state-by-state regulations, are available at here.

“We understand it’s risky for a brand today to say that we want you to unfollow us on social media, when it’s one of the many ways we stay in touch with beer drinkers,” says Shah. “But we value those in-person connections and are committed to inspiring people to do the same, even if that means losing a few followers along the way.”

Additionally, Miller Lite is “going dark” on its social media accounts, taking a break from posting on its Twitter, Facebook, and Instagram channels to further encourage fans to embrace an in-person Miller Time with friends. Social media influencers will also be deployed to amplify the new campaign to encourage and inspire Miller Time amongst friends.

“Followers” will run in :90, :60, :30, and :15 cuts through 2019 and into 2020 on TV and OLV. Additional programs based on “It’s Miller Time” will be planned for 2020.

It’s really unexpected, smart and fun to watch. Great job, DDB. Think I’ll go unfollow Miller Lite now.

Credits
Client: Miller Lite
   CMO: Michelle St. Jacques
   Vice President – Miller Family of Brands Portfolio: Anup Shah
   Marketing Director: Courtney Bryant
   Senior Marketing Manager: Alan Bremerkamp

PR Agency: IFC Next
   Media Agency: Connect

SOURCE: MillerCoors

Contact Colin Costello at colin@reel360.com.