The King of Anti-Marketing Marketing Strikes Again!

Over the summer, Miller Lite ran a campaign, #ItsMillerTime, in which it encouraged people to submit their best photos with Miller Lite cans. Seven of the photos appeared in the brand’s national TV spot below.

Newcastle and Droga5 decided to respond with an anti-marketing marketing stunt. This video marketing powerhouse created a spot to promote its own campaign #NewcastleAdAid. Newcastle is also asking for people to submit photos, but instead of creating a national ad, the company will use the winning pictures to create terribly Photoshopped advertisements.

Online video has become Newcastle’s battle axe, and they’re going toe-to-toe with the big guys. Considering its hilarious Super Bowl and Fourth of July campaigns this year, I’d say Newcastle has the upper hand.

About Hannah Brenzel

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