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.
5…4…3…2…1! It’s go time! Watch our mike’s-style mariachi right now on.fb.me/IBbdif— mike's hard lemonade (@mhl) May 4, 2012
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.
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Daniel Mickens is a ClickZ editorial intern.
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