In his SocialMedia.org Member Meeting case study presentation, MillerCoors' Director of Media Relations/Investor Relations, Jon Stern, shared how they used social media to tell Leinenkugel's brand story. Jon walks us through creating a narrative for the brand by focusing on its history and inviting key influencers to experience it firsthand in Wisconsin.

1. SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 37
Chicago
10-28-2015
Learn more about Member Meetings
socialmedia.org/meetings
MillerCoors
Jon Stern
Face, place, and story

2. &
FACE, PLACE
STORY
*How not to feel old when you're 148

3. SIXTH-GENERATION BREWERS
Leinenkugel family • authentic • accessible
Face

4. Sixth-generation brewers

5. "join us out here" • sports & seasons • local inspiration/ingredients
WISCONSIN BORN & RAISED
Place

6. Wisconsin born & raised

7. 148 YEARS OF HISTORY
German brewing tradition • Old World styles
Story

8. 148 years of history

9. &
FACE, PLACE
STORY
social programs
• Reddit AMA with Jake Leinenkugel
• 'Chip Trip' — Instagrammers travel to Chippewa Falls

10. ASK JAKE ANYTHING

11. 12,446 pageviews
6,362 uniques
353 comments
42 Q's answered
500,000+ impressions
REDDIT AMA

12. CHIP TRIP
6 Instagram influencers • canoe trip, brewery tour & dinner
Instagram
33 photos
2.4M potential reach
66,545 engagements
3x Instagram growth
#JoinUsOutHere

13. Jon Stern
director of media & investor relations
jonathan.stern@millercoors.com @jstern1974

14. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 37
Chicago
10-28-2015
Learn more about Member Meetings
socialmedia.org/meetings