The Drum Awards Festival - Official Deadline

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Agency: Wavemaker
Date: May 2019
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As part of its larger 'The Brighter Times' campaign, Mike’s Hard Lemonade continues to unlock happiness for consumers ahead of America’s favorite holidays – Mother's Day and Father’s Day.

Last month, the brand pivoted its marketing efforts with a new batch of creative work ‘celebrating occasions,’ complemented by a partnership with The Washington Post to bring its consumers the ‘positive’ side of news. Focused on building a deeper emotional connection with millennials, Mike’s and media agency Wavemaker are now partnering with Imgur to meet this highly-sought after audience in the places and spaces that brighten their days.

Mike’s Hard Lemonade has teamed up with Imgur to help make Mother’s Day and Father’s Day a little bit brighter for fans by flying six lucky Imgurians home to surprise mom and dad. The two contests, hosted on, allow users to nominate themselves or others for a chance at a free trip home anywhere in the US. All they have to do is comment why they deserve to be chosen. The winners will be selected by the Imgur team based on upvotes and the emotional resonance of their story.

The Mother’s Day contest winners will be selected and announced on May 23. The Father’s Day contest winners will be announced on June 27.


Agency: Wavemaker

Media partner: Imgur

Client: Mike's Hard Lemonade