Miller Lite is positioning Miller Time—spent enjoying beers with friends—as "The Original Social Media" and as such, the brand is inviting fans to unfollow on social media. The unfollowing campaign is all about championing in-person connections over followers on social media, especially as Anup Shah, Vice President, Miller Family of Brands, says that "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." Miller Lite is inviting people to unfollow it on Instagram and Facebook to receive a free Miller Lite to inspire quality Miller Time.
The Followers ad from Miller Lite depicts what it might be like for social media followers to actually follow people in real life.
Unfollowing Beer Campaigns
Miller Lite is Inviting Fans to Unfollow on Social Media
Trend Themes
1. In-person Connections - Miller Lite's unfollowing campaign highlights the trend of prioritizing in-person connections over social media followers.
2. Original Social Media - Miller Lite positions their brand as the original social media, tapping into the trend of valuing real-life experiences over virtual interactions.
3. Quality Miller Time - Miller Lite's unfollowing campaign focuses on inspiring quality time spent enjoying their beer with friends, reflecting the trend of seeking meaningful and enjoyable experiences.
Industry Implications
1. Beverage Industry - The beverage industry can leverage the trend of prioritizing in-person connections to market their products as a way to enhance social experiences.
2. Digital Marketing - In the digital marketing industry, the trend of valuing real-life experiences can lead to innovative strategies that emphasize the authenticity and value of offline interactions.
3. Social Media Platforms - Social media platforms can explore disruptive innovation opportunities by incorporating features that encourage offline meetups and in-person connections.