Regulations include full disclosure under the FTC’s “material connection” principle – stating that people who have been paid to participate in a campaign must fully disclose this when speaking about the brand across social media, whether it’s spelled out within the copy of a blog post or social post or indicated with “#ad,” “#sponsored,” or something of the like.

For this campaign, we had to make sure all photos we received were of people 21+ of age. In addition, we also contacted these individual through our social media channels to confirm their sign off to use their likeness in our advertising without compensation.

By creating something special for Miller Lite’s fans on this special day, we demonstrated a more intimate understanding of Mexican-American culture while leveraging a very distinct and popular design element of Mexican folk-art: Calaveras (skulls). Our designer was able to blend the traditional with the contemporary, using key branding/color elements to make it undeniably Miller Lite. He went to town and the posters went to social fans and bars across the country.

The social posts for the Dia De los Muertos poster were some of our most popular to date, receiving significantly higher engagement than our average posts on FB. Fans were so excited that we gave away our entire limited-edition poster run in the first few days after making it available.