Miller Promises Free Beer In Exchange For Facebook 'Unfollow'

MILWAUKEE, WI — The makers of Miller Lite are rolling out a new social media campaign, and it promises free beer to those who unfollow the popular beers on Facebook and Instagram.

As part of the roll-out of the brewer's new marketing campaign, Miller Lite is attempting to set an example to its fans by going dark on social media — and it’s asking its fans to do the same. Company officials say up to 118,000 people who unfollow Miller Lite on Instagram or Facebook could receive a free or discounted Miller Lite. That number is equal to its amount of Instagram followers.

Fans can see their Miller Lite Facebook page, and their Instagram page here.

“We think this will inspire more people to get together in person, at a bar, over a beer, instead of sitting at home and scrolling through their phones,” says Alan Bremerkamp, senior marketing manager for Miller Lite in a statement this week.

Company officials say Miller Lite is the first major brand to ask consumers to unfollow them on social media channels so they can spend more time with their friends in real life.

“We understand it’s risky for a brand today to say that we want you to unfollow us on social media when it’s one of the many ways we stay in touch with beer drinkers,” says Anup Shah, vice president of the Miller family of brands at MillerCoors in a statement. “But we value those in-person connections and are committed to inspiring people to do the same, even if that means losing a few followers along the way.”