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Bud Light uncovers social?s role in millennials? summer fun

Millennials are pumped to have more fun this summer and social is a key part of the experience, according to new research from Bud Light, which is ramping up to help these consumers make the most of beach parties, music festivals and backyard barbecues.

Anheuser-Busch?s Bud Light brand is celebrating the release of its premier Summer Bucket List report, which looks at millennials? social media usage, by asking fans to upload their seasonal photos onto Twitter and Instagram using the #UpForWhatever hashtag to win an all-inclusive trip. Bud Light, in conjunction with Wakefield Research, undertook a survey that asked 1,000 millennials in the United States about the experiences, places and people on their summer bucket lists, and how they enjoy showcasing those activities on social media. 

?These insights prove the importance of understanding millennial preferences and behavior on social media,? said Joe Matthews, CEO of Tagkast, Chicago. ?For example, the report mentions that millennials would rather give up social to spend an entire day with their favorite celebrities, than have a ten-minute meet-and-greet with the option to post on social.

?Armed with these insights, marketers can target attendees on social networks in the right way at the right time. To maximize reach at events like concerts, marketers should implement branded content (photos, videos, etc.) that is sharable on preferred channels.?

Millennial statistics
To coincide with the statistics, the brand is also continuing its Up For Whatever campaign by offering users who upload their summer fun onto social media exclusive prizes such as branded gear and all-inclusive trips.

Bud Light and Wakefield Research discovered 82 percent of millennials would prefer going without social media rather than not listening to music for seven days, a finding that could worry brands and marketers active on social sites. However, this suggests that advertising on mobile-friendly streaming platforms such as Pandora and Apple Music could offer significant gain.

If given the ability to meet with their favorite musical artist, 74 percent of respondents claimed they would feel compelled to document the experience on social media if they were also given an all-day beach party, as opposed to a ten-minute meeting where they could share photos on Twitter, Instagram and Facebook.

However, when done organically, millennials will likely be receptive to summer-themed branded content on social media. Eighty-eight percent of respondents aim to have a more exciting summer than the previous year, while 36 percent tapped a backyard barbecue as the ideal kickoff of summertime fun.

Music festivals are also prime fodder for social media. Sixty-five percent of surveyed participants named Chicago-based Lollapalooza in their top three most exciting festivals.

Facebook was labeled as the top platform for showcasing concert experiences by 54 percent of millennials. This leaves a wide opportunity for brands to indulge in festival sponsorships or reward their fans for using a specific hashtag when uploading pictures.

?Social media is a great source for summer campaigns and can be maximized if complemented by an event,? Mr. Matthews said. ?For Bud Light, Whatever, USA was a great way to engage with consumers and encourage live social sharing.

?If brands host events, they should implement branded photo and video booths so that content is easily disseminated across attendees? channels and even those who are not at the event can be a part of the experience.?

Corresponding campaign
Bud Light is continuing its trajectory of marketing to millennials on mobile by rolling out a social media-enabled photo contest. Fans aged 21 and over are encouraged to upload images of their summer bucket list activities displaying how they are #UpForWhatever using the campaign hashtag as well as #BLContest.

Winners will be eligible to receive prizes such as branded Summer Bucket List gear as well as all-inclusive vacations to Lollapalooza, Las Vegas and San Diego?s Mad Decent Block Party.

Consumers who attend outdoor bars, sporting events and concerts this summer and document their experiences with the #UpForWhatever hashtag on social media may find themselves rewarded by the premium light lager brand?s Summer Bucket List team. This type of surprise incentive could be effective at ensuring the hashtag maintains a steady amount of user traffic.

Bud Light?s growing presence on mobile has led the brand to other types of social applications as well.

It is also is leveraging native video in mobile dating app Tinder to promote the return of its Whatever, USA contest in which users get to show how ready they are to bring an up-for-anything attitude to a party town that will be created somewhere in the United States (see story).

?This campaign will most likely resonate with consumers who already drink Bud Light; however, it may not be effective in attaining new customers,? Mr. Matthews said. ?Consumers, millennials in particular, love to share their fun experiences on social media.

?If Bud Light creates memorable, shareworthy experiences, it will likely see a lot of success on social media. The brand?s House of Whatever at festivals and Catalina Beach are great examples of these kinds of shareable experiences.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York