Week 4 - Mike’s Hard Lemonade
https://www.mikeshard.com/
Mike’s Hard Lemonade aims at younger audiences, particularly those just jumping into the drinking scene. (21-30) Reviewing a few published documents from the Mike’s Hard Lemonade older campaigns, Mike’s aims to gain ‘brand loyalty’ by catching the attention of those coming on to the scene. They aim to become a long time favorite and choice to customers and clientele. They do this by using every media type from traditional media, to fun and creative online and promotional advertisements.
Throughout the year Mike’s Hard Lemonade strongest campaign features are the “hashtag” giveaways and Instagram posts. Many ‘fans/customers’ will be featured or could win Mike’s Hard Lemonade or other various prizes from Mike’s Hard Lemonade. In previous years Mike’s Hard Lemonade started some very innovative strategies; one in particular was the #Mikehacks which encouraged it’s audience to use Mike’s Hard Lemonade in Mike “hacks” or shortcuts to make things more simple during the summer months (when Mike’s sees an increase of sales).
I believe these advertisements work and the increased and brand loyalty among their customers is strong.
Websites featuring details about Mike’s Hard Lemonade.
http://mikehacks.tumblr.com/
http://adage.com/article/cmo-strategy/mike-s-hard-a-strategy-digital/292411/
