Miller Lite's new beer campaign called 'Summer Kick Back' is choke-full of brand activations being deployed across the US. The company went to a bar and took all the patrons to a baseball game, hoisted shade umbrellas at music festivals and handed out beer, flew banners over beaches with sunbathing advice, placed a sunscreen machine on beaches and brought live music to BBQs. The beer campaign didn't stop there -- the company also made sure to be visible at popular events through celebrity endorsements.
The all-encompassing campaign is still continuing across the country and its main target market seems to be Millennial men with the benefit of also having Millennial women in the same arenas that the brand activations are being held.
Marketing is continuing to transform and this is one example of a brand breaking through the clutter and connecting with consumers in unconventional ways.
Summer-Centric Beer Activations
This Beer Campaign Focuses on Millennial Summer Activities
Trend Themes
1. Experience-oriented Marketing - Miller Lite's Summer Kick Back campaign showcases the value of integrating various brand activations to create memorable experiences for consumers.
2. Celebrity Endorsements - Miller Lite's Summer Kick Back campaign demonstrates the power of leveraging celebrity influence to increase brand visibility and appeal among the target audience.
3. Mobile Marketing - Miller Lite's Summer Kick Back campaign shows the potential of using mobile marketing to reach the target audience anywhere, anytime, through creative initiatives like beach banners and sunscreen machines.
Industry Implications
1. Alcohol and Beverage - The alcohol and beverage industry can benefit from creating fun, immersive experiences to increase brand awareness and capture the attention of a Millennial audience through unconventional channels.
2. Event Marketing - The event marketing industry can leverage ideas from Miller Lite's Summer Kick Back campaign to offer unique experiences for attendees and increase engagement levels through creative brand activations.
3. Entertainment Industry - The entertainment industry can explore collaborations with alcohol brands to integrate branded activations into popular events and provide memorable experiences for their target audiences.