Miller Lite has recently laid heavy emphasis on its unfollowing campaign. The brand made it known that before Miller Time was the original social media. It has even shut down social media accounts in order to support the argument.
The first full new campaign for the brand under new chief marketing officer Michelle St. Jacques started on October 22, during the World Series. Miller Lite has been giving consumers who unfollowed them on Facebook and Instagram with free beer.
In order to receive the beer, they need to text a screenshot to an SMS shortcode and include the keyword “Unfollow.” They will then send a link to upload a receipt from a Miller Lite purchase so that Miller can credit their PayPal account.
Miller Lite will take two weeks off from posting, and it will debut a limited-edition “dark” version of its classic white can to mark the occasion.