Mike's Hard Lemonade Teams Up with Rapper and Comedian Lil Dicky and Drizly to Deliver Happiness This Summer
Sweepstakes Takes Fans on a Journey to the Bright Side with Singer of the Platinum Single "$ave Dat Money"
CHICAGO, Aug. 14, 2017 /PRNewswire/ -- This summer, Mike's Hard Lemonade is delivering happiness and humor alongside its refreshing beverages with a little help from rapper/comedian Lil Dicky and Drizly, the technology company behind the first and largest e-commerce alcohol app. To support its current "Drink on the Bright Side" creative campaign, Mike's has launched the "Deliver the Unexpected" sweepstakes that will award one lucky fan and his or her friends a fun-filled house party hand delivered and hosted by Lil Dicky. Complete with music, food and games, the summer celebration with Mike's is designed to bring humor, laughter and smiles to Mike's Hard Lemonade's consumers.
"Mike's Hard Lemonade is part of people's favorite times, which is why we're giving fans the opportunity to win the ultimate good time with someone who knows what it means to drink on the bright side. You can't crack open a bottle—or watch a music video from Lil Dicky—without cracking a smile," said Sanjiv Gajiwala, Vice President of Marketing, Mike's Hard Lemonade. "With this activation, we're providing Mike's consumers with on-demand happiness and refreshing flavors how, when and where they want it."
Thanks to innovative technologies like Drizly, a partnership between the company and Mike's made perfect sense, especially since millennials are increasingly using the app for fast and convenient beverage orders. To kick off the sweepstakes, one unsuspecting Drizly user and Mike's Hard Lemonade fan in Brooklyn, N.Y. received a surprise serving of happiness with his Drizly order. Lil Dicky, who accompanied a driver from a Drizly partner store, arrived at the user's house and delivered plenty of smiles and laughter as he dropped off a few cases of Mike's. The rapper then revealed one final surprise—a private party at The Brooklyn Barge with the fan and his friends. Lil Dicky acted as the winner's wingman, and hosted of a night of fun. Guests shared laughs, enjoyed refreshing Mike's and celebrated summer.
"We're always looking for ways to surprise our customers with great experiences," said Taylor Burton, Drizly's VP of Strategic Partnerships. "Usually that's through showing them great pricing, product selection, recommendations, or the fast delivery options we offer through our app. This promotion brings that great experience to a whole new level. Lil Dicky and Mike's Hard Lemonade are going to give one of our customers an amazing night they will never forget."
The "Deliver the Unexpected" sweepstakes will run through August 24. Fans can enter on the Drizly app or website by using code "UNEXPECTED" at checkout*. Coinciding with this activation, Mike's and Lil Dicky will create and share unique and humorous digital content to complement the "Drink on the Bright Side" theme of the larger multi-platform advertising campaign running all summer long.
In May, Mike's Hard Lemonade announced it was shifting its marketing efforts to target highly sought-after millennial males in the 25-29 year age group. In the new campaign, Mike's changes the creative content from celebrating the occasion with Mike's Hard Lemonade to the emotion—pure happiness—that the consumer will feel when drinking it. The slogan proclaims that Mike's Hard Lemonade lets people "Drink on the Bright Side."
For more information on Mike's Hard Lemonade, visit www.mikeshard.com.
*To enter the "Deliver the Unexpected" sweepstakes, use code "UNEXPECTED" at checkout on the Drizly app or on Drizly.com. Entry period ends August 24th at 11:59 PM EST. Purchase not required, alternate method of entry and full rules can be found here.
About Mike's Hard Lemonade Co.
Founded in 1999, Chicago-based Mike's Hard Lemonade Co. defined the $3.2 billion flavored malt beverage category with the introduction of its groundbreaking mike's® hard lemonade. Mike's product line is comprised of premium malt beverages including mike's hard lemonade and mike's HARDER lemonade. The company also produces Cayman Jack, a line of premium prepared cocktails, and White Claw Hard Seltzer.
MIKE'S IS HARD. SO IS PRISON. DON'T DRIVE DRUNK.® © 2017 Mike's Hard Lemonade Co., Chicago, IL. www.mikeshard.com.™ is a trademark and ® is a registered trademark of Mike's Hard Lemonade Co.
About Drizly
Drizly is the world's largest alcohol marketplace and the best way to shop beer, wine, and spirits. With the speed and convenience of on-demand delivery, in-store pickup, or intrastate shipping, customers can easily browse and order their favorites from the Drizly website or mobile app. By partnering with the best retail stores in over 70 cities in North America, Drizly provides consumers a rich e-commerce experience that offers unrivaled selection, competitive pricing, and personalized content to users of legal drinking age. Drizly operates across the United States and Canada, from Austin to Boston, Calgary to Tampa, New York City to Denver (and beyond). Backed by world-class institutional investors, the company has raised $35 million to date.
SOURCE Mike's Hard Lemonade Co.
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