MillerLite

Miller Lite is a brewed for friends. So we transformed the brand’s Twitter feed into a friendship. When we saw a tweet about something one of our pals needed, we helped them out. We brought shade to Bonnaroo, real-time advice to Spring Break via airplanes, music to barbecues. Brand Affinity and Awareness scores on Facebook and Twitter increased by 200%, overtaking Bud Light—who had five times our budget--for the first time ever.