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Mike's Hard Lemonade x Imgur:
The Brighter Times Video Campaign

Branded activation sending deserving people home to surprise their parents on Mother's Day and Father's Day


As part of its larger The Brighter Times campaign, Mike’s Hard Lemonade teamed up with Imgur to unlock happiness for consumers ahead of America’s favorite holidays – Mother's Day and Father’s Day. Focused on building a deeper emotional connection with millennials, six lucky people were selected for a free trip home to surprise their parents. The two contests, hosted on, allowed people to nominate themselves or others by leaving a comment about why they deserved to be chosen. To spread the joy, two of the heartfelt surprise reunions were captured on video and shared with the Imgur community through Promoted Posts.

As the Integrated Marketing Manager, Cat...

  • Led a team of creative strategists to develop the creative concept

  • Created the pitch deck and media plan

  • Worked closely with internal partners to bring the campaign to life on time and under budget

Download the full case study in PDF

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