Agency: Connect at Publicis Media
Category: Social Media
Miller Lite is Texan first. They are the original lite beer that first brewed in 1975 in Fort Worth, Texas. Most people in the state have no idea. While Miller Lite has strong awareness among millennials in Texas, they have very low consideration. Connect engaged Bowstring to help with a Texas Equity campaign that would excite younger beer enthusiasts in Texas and remind them of the brand’s Texas roots. Bowstring was tasked with concept development in various markets throughout the state. Each video in the series needed to show target audiences that Miller Lite is just as relevant to their lives as the revered craft beers on tap. As part of the solution, our team recruited five Texas-based influencers who could offer their own unique spin on how Miller Lite fits into the fabric of their lives as a younger Texan in their specific city. Producers also scouted and secured locations and access to events to be anchors in our stories that would bring energy, authenticity, and entertainment value.
Bowstring’s production team spent nine days on production with our influencers. The stories took our team all over the stage from a BBQ Cook-Off in Houston, a local family’s annual paradilla, to San Antonio’s Fiesta on the Riverwalk, to the live music scene in Austin and to the first Miller Lite brewery. Each market featured a different prominent Texan with a different story that brings true Texas to the forefront and incorporates a strong connection to Miller Lite.
The campaign timeline required editorial to be done on-site in Texas during production, as well as back at our headquarters in Conshohocken. The final deliverables include six 1-minute stories for regional broadcast, six :30 cutdown versions, and 14 social media assets for all of Miller Lite’s channels. Our talent, crew, and agency partner came together to ideate and produce high-quality content that, most importantly, made our client’s campaign a huge success.