“It’s Miller Time” is an iconic tagline, so we set out to let fans define #ItsMillerTime on social. We launched a nationwide UGC campaign inviting fans to share what “Miller Time” looked like to them, turning everyday summer moments into branded content.

The strongest submissions were amplified across social and featured in the first-ever TV spot built entirely from user-generated content, blurring the line between brand and fan expression.

The campaign drove over 500,000 submissions, making #ItsMillerTime the #1 branded hashtag in the U.S. and #2 globally. The hashtag was used 17.7× more than #UpForWhatever, and the brand grew its social following by 112,000.

My Role: Social Strategy, Creative Development