Mike’s Hard Lemonade is kicking off the summer season with its Top Dogs of Summer Roadshow, a series of exclusive tasting events held in Chicago, San Francisco and Philadelphia, where the brand and its chef partners are inviting fans to their local restaurants to unveil their limited-edition “mike’s” dogs alongside the flavors that served as their inspiration.
It’s part of an integrated marketing program that brings the backyard to life through a series of events, a media campaign with placements in outlets like Spotify, Hulu and Entertainment Weekly and digital advertising, including a three-part video series, which debuted over Memorial Day weekend via a Snapchat Live Story takeover, to reach people across the country who are creating the best moments of summer in their backyards.
To make bringing mike’s to your BBQ even easier, mike’s is partnering with alcohol-delivery app Drizly to offer free delivery of mike’s hard lemonade with the code MIKESHARD, in available markets.
Additionally, mike’s is taking the backyard on the road with the Dierks Bentley and Randy Houser summer concert series. At 10 shows nationwide, fans will be invited to kick back in mike’s backyard; and at select shows, fans will be treated to an exclusive live performance and will have the opportunity to hang out with Randy Houser.