Monday was Memorial Day, the official kick-off to summer. You likely consumed a frothy beverage or two, spent some time on a lake and/or grilled out with family and friends. This month's good media idea features a brand that is hoping to be imbibed greatly during those summer gatherings, especially by millennials - Mike's Hard Lemonade. To do that, they launched a new brand positioning, "Drink on the Bright Side." The creative is a playful, comedic approach to appeal to millennials and combat the negativity the brand says is currently on the internet. Below is one of the 15 second videos - Jackpot - in which a tanked dude wins a Mike's and a trip to a water park.
These spots will air on millennial-focused networks like Comedy Central and FX, as well as on Hulu and YouTube. Aside from a creative tone that matches who they are trying to reach, the real good media idea comes in the custom content Mike's created to better reach the target audience where they are.
From the Media Post article describing this campaign:
"As part of campaign the brand is partnering with video storage site Imgur to promote custom content as well as with Snapchat to create a tailored branded offering. Spotify will play radio ads and post standard banners. Animated gif keyboard PopKey will allow consumers to share GIFs through an installed mobile keyboard app. Emogi will generate specially-designed stickers that will be seen across messaging apps like iMessage."
Mike's Hard Lemonade is also doing a mobile sampler tour called "Happy Camper," taking a wrapped yellow trailer to select markets to bring the product to customers for "special brand experiences."
We like this campaign because it's a cohesive one where media and creative seemed to be planned together, not separately. The media ideas enhance the creative and vice versa. The media tactics and concepts also keep the target audience in mind. Plus, it's being launched at an ideal season for the product, and the creative even keeps this summer season in mind. For these reasons and more, we think it will resonate and result in even better sales for a brand that's already the fastest growing US beer company.
What good media ideas have you seen lately? Leave a comment and let us know.
McCulloch+Company is an advertising media services company that integrates the innovation of digital media with the strengths of traditional paths. Founded in 1994 and located in historic Roswell, Georgia, McCulloch+Company is regarded as one of the Southeast's preeminent media agencies. The agency is skilled at managing B2B and B2C clients in a multitude of industry categories.