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 Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

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

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...