As international travel is not entirely possible for Americans these days, Miller Lite brought the global destinations to the states. The beer brand’s latest holiday promotion covered the cost of beer for consumers in cities named after countries across the United States.
Miller Lite chose cities named after other countries to lean into the “International” part of International Beer Day. The brand created a page on its website listing each state’s “international” cities for customers to see the closest designated destination. Beer drinkers in destinations like Denmark, Wisconsin or China, Michigan could then upload receipts of their Miller Lite purchases on the brand’s website and get them paid for via Venmo or Paypal. The beer brand also held an in-person celebration on August 7 in Scotland, South Dakota where customers could visit its branded, semi-truck and celebrate the holiday with free beer.
Miller Lite took to Twitter to promote its latest campaign using the hashtag #InternationalBeerDay. The brand also released a short ad showing travel stamps of different “international” destinations within the U.S. to brew up excitement among fans. Using social media could help the brand reach consumers across the United States, especially with those who may not have realized they were in or near a destination that qualified for free beer. Additionally, using Twitter could help Miller Lite connect with homebound customers and boost the use of the holiday hashtag to further raise awareness of its promotion, according to a Gartner report on the topic.
Customers may not get to travel abroad this summer, but Miller Lite’s new promotion lets them at least pretend they did in exchange for free beer. The beer brand could now turn its new campaign into an annual celebration to unite fans across the country—and world—in the name of free beer.