The 'Most Wonderful Time' Miller Lite commercial is set to a familiar Christmas jingle and tons of user-submitted photos that show off the best summer has to offer. The commercial is the result of the #ItsMillerTime campaign, which was rolled out earlier this year, asking for fans to submit summer photos that feature Miller Lite cans. As a result, nearly 180,000 photos were submitted and some of them even made the cut for this 30-second commercial.
One of the most dynamic shots includes one of a guy skydiving and a newlywed couple with beers in hand. At the end of the video, more of the fan-submitted photos are visible in a huge collage underneath the #ItsMillerTime tag.
What's Driving This Trend
- User-generated Advertising
- Creating commercials using user-submitted photos from social media offers an opportunity for brands to engage with their audience and create authentic content.
- Crowdsourcing Campaigns
- Launching campaigns asking for fan submissions allows brands to tap into the creativity and enthusiasm of their customers, while also generating user-generated content for future marketing materials.
- Branded Hashtag Phenomenon
- Using a branded hashtag like #ItsMillerTime can help brands create a sense of community and encourage fans to share their experiences with the company's products.
Who This Affects Most
- Beverage Industry
- Beverage brands can leverage user-generated content to create compelling advertisements that resonate with their target audience.
- Advertising and Marketing Industry
- The rise of user-generated advertising presents new opportunities for advertising agencies and marketers to develop innovative campaigns that feature content directly from consumers.
- Social Media Industry
- The success of campaigns like #ItsMillerTime demonstrates the power of social media platforms in facilitating user engagement and driving brand awareness.
