Cell phone gone!
If you’re always glued to your smartphone, you’re missing out on life. DDB Chicago and Miller Lite are continuing their «Original Social Media» campaign and launching a limited edition. The instructions are simple: put your smartphone away and socialize.
The matte black limited edition is designed to encourage consumers to take a break from social media and spend more "quality time" offline with friends. The campaign uses Facebook technology that allows drink-authorized bar patrons in about 500 bars across North America to sign up via QR code. The scan triggers a 30-minute countdown that can be shared with a circle of friends. Groups who put away their smartphones for that period are eligible to enjoy one of the limited-edition beers after 30 minutes of real-life socializing.
The Continuation of the "Original Social Media" campaign is accompanied by two current TV commercials as well as social media and POS measures. The spots show how cell phone use can lead to missed opportunities and the added value of offline time with friends.
