Home  › Social › Social Media
mikes-lemonade-bear

Mariachi, Bears and Bikinis Spike Mike's Hard Lemonade Summer Campaigns

  |  August 10, 2012   |  Comments

Boozy lemonade brand drives 86,000 mariachi song requests via Facebook, Twitter and Instagram for Cinco de Mayo.

Mike and his team down at Mike's Hard Lemonade can't stand the thought of being stuck at work for the summer. The alcohol brand worked together with Grey NY to create a summer campaign to reach its adventurous fans. The campaign contains video, mobile, and social media elements that encourage consumers to change things up for the summer. The "Always Different. Always Refreshing" effort was aligned with big summer consumption times such as Cinco de Mayo, the Fourth of July and Labor Day.

The brand kicked off the summer with a six-hour online concert inviting consumers to submit mariachi requests via Facebook, Twitter and Instagram. Consumers were then able to show off their moves as the selected songs were "mariachi'd" live in real-time as a Cinco de Mayo celebration. The Mike's Unclassic Class Mariachi Band initiative resulted in 86,000 mariachi song requests and 118 songs played during the six hour live concert.

"This campaign celebrates Mike's differentness in a way that's as unexpected and unique as mike's itself. Our digital engagement echoes this; the campaign initiatives include video, mobile and social media elements that empower consumers to change things up and choose how the promotion plays out. The end goal is to increase frequency through memorable engagement," noted Andy Horrow, CMO at Mike's Hard Lemonade Co., in an email.

The Fourth of July initiative included the creation of a mobile app named Score the 4th. The app allowed users to upload their own ear shattering sounds with their own personalized Fourth of July fireworks display. Users created an average of six displays when using the app, which resulted in more than 830,000 total engagements.

Rounding out the summer initiatives is Mike's goofy "Bear in a Bikini" campaign, offering drinkers of the spiked lemonade a final opportunity to come out of office hibernation and enjoy some fun in the sun. The video initiative on the Mike's YouTube page has been promoted through Facebook and Twitter, and includes a contest rewarding entrants with an all-inclusive VIP trip to Miami for Labor Day weekend. The brand aims to appeal to male and female Mike's drinkers between the ages of 21-34 who are tired of their daily work routines.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...