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.
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.”
“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 Aug.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.