Miller Lite’s “The Original Social Media” campaign focused on reimagining the brand’s iconic “It’s Miller Time” slogan for today’s generation of drinkers. The hero television spot, aptly named “Followers,” debuted during Game 1 of the World Series. Directed by Ringan Ledwidge, the ad brings social media to life like never before, depicting what a world would look like if followers literally followed us. The campaign makes a bold statement about consumers’ dependence on social media and aims to inspire them to get back to enjoying beers with friends, or “Miller Time,” which the brand describes as “The Original Social Media.”
Tapping into people’s addiction to social media, the beer brand made a plea for drinkers to unfollow it on Instagram and Facebook. As part of a campaign to highlight that Miller Lite is “the original social media,” the brand gave a free beer to people who proved they unfollowed Miller Lite on social media. In addition, Miller Lite also went “dark” on social media, taking a two-week break from posting.