Mike's Hard Lemonade: Mike's Millionth
Category: Alcoholic beverages
Client: Mike's Hard Lemonade
Mike's has been the leader in the Flavored Malt Beverage (FMB) category since it entered the US market in 1999. But over the last two years, the category has seen increased competition from new, flavor-focused entrants from big beer (Redd's, Lime-a-Rita), craft brands (local brewers, ciders) and spirits.
Realizing mike's couldn't compete with the new, big-budget entrants in the category, the brand made the bold decision to convert its entire traditional media budget to digital. The investment paid immediate dividends, growing mike's Facebook fanbase to 1,000,000 in the first year.
In leading up to the 1MM fan milestone, mike's wanted to celebrate this momentous occasion in a manner as unconventional as the brand itself. And on a tight budget.