How Miller Lite Used Social Listening To Drive Sales
Jun 28, 2017, by Kaliko Castille
If you were a fly on the wall at Social Media Strategies Summit in Chicago, then you probably heard a couple buzzwords that seemed to be on the tip of everyone’s tongue: Social Listening.
According to Sprout:
“Social listening is the process of tracking conversations around specific phrases, words or brands, and then leveraging them to discover opportunities or create content for those audiences”
In our second installment of blogs focused on highlighting some of the other amazing speakers who presented at #SMSSummit, we’ll be focusing on how Digitas worked with their client Miller Lite to create a summer long campaign centered around social listening.
For this presentation we were joined on stage by Brian Schmidt, the Associate Marketing Manager for MillerCoors, as well as members of the Digitas team who helped bring their “Summer Kick Back” campaign to life.
It turns out, the biggest season for beer sales is during the summer. Particularly, from Memorial Day weekend (the end of May) until Labor Day (beginning of September).
So when Miller Lite brought Digitas on to help them craft a summer campaign, the team at Digitas came up with the idea of finding ways for Miller Lite to surprise and delight their customers in real time and in real life. Using social listening tools like Spredfast, Miller Lite was able to look back at typical conversations from the previous summer to identify opportunities for the brand to bring some utility to their customers.
For instance, the Miller Lite/Digitas team was able to stake out a beach in Florida where they flew (in an airplane) customized messages overhead. They even replenished a cooler for some beachgoers who were in need of ice and some cold beverages.
They executed this “Kick Back” campaign for the entire summer, and did creative things like shutting down an entire bar for the night and taking everyone (staff and customers included) to a Chicago White Sox game.
My favorite example of a creative, real-time kick back was when the Digitas team saw someone tweet out about having his ride to Bonaroo fall through, so they sent him an Escalade stocked with MIller Lite swag to make sure he got to the festival. After reading tweets from the previous year's Bonaroo about how finding shade was so crucial, they even provided festival goers with a gigantic umbrella so they had a place to shield themselves from the sun and kick back with a refreshing drink.
If you weren’t able to attend this session, you can check out this interview we did with Justin & Alex of the Digitas team, where we go a little deeper into how they were able to execute on this innovative marketing campaign below: