Just when it seemed that marketing strategies on Facebook had become tired and outdated. Then came Mike, no, Paul. Mike’s Hard Lemonade changed its name to Paul’s Hard Lemonade to celebrate earning one million likes on its Facebook page on June 18.
To build momentum for liking its Facebook page, Mike’s Hard Lemonade ran a marketing campaign that would rename the company for 24 hours in the name of the person who clicked the button for the one millionth like. The person that pressed the button at the right time turned out to be Paul Siano of Illinois. Talk about the jackpot.
While it wasn't a permanent brand name change, Paul still got to have his name featured by the company that makes the popular coolers for an entire day. He got a t-shirt, free drinks and even a cake shaped as the company logo. He certainly had a lot to say cheers about.
Now Mike’s Hard Lemonade is one of the select groups of Facebook pages that has at least one million likes. But, the company still lags behind some pages that have several million likes on the social media network. For example, the Vin Diesel Facebook page has just over 79 million likes, and Pringles has over 27 million thumbs up. And, of course, those numbers increase every day.
While Mike’s Hard Lemonade is a Canadian-owned business, it is currently based in the US. It is part of Vancouver’s Mark Anthony Group, which gives a great local connection here in BC. Aside from the lemonade variety, there are spinoff Mike’s flavors, including cranberry lemonade, blood orange and limeade.
The one million Facebook likes is a substantial achievement for the brand that started 15 years ago. Then again, it’s not the first marketing campaign for Mike’s, which spent $6.5 million on advertising in 2013, according to Advertising Age. For its 15th anniversary, the brand’s marketing strategy centered on how the drink line “fuels good times.” It seems that every year Mike’s Hard Lemonade has something to celebrate.