In time for the summer months, Mike's Hard Lemonade Co. is doing its own take on lifehacks, dubbed "mikehacks."
The hub of the multiplatform campaign is getmikehacks.com, on Tumblr, where fans can find videos by lifehackers The King of Random and Kipkay.
The mikehacks are brief guides for ideas or mini-projects designed to help make pool parties, BBQs and picnics even more fun (more "awesome," in Mike's-speak).
Examples: Using potato chips to start a grill; turning the bottom of a Mike's can into a camp firestarter or "micro fire pit"; turning a Mike's six-pack carrier into a personal holster to tote party essentials; and using kiddie pools to create a tiered "flavor fountain" (shown) as a festive alternative to using coolers to chill a stash of Mike's.
The site and campaign also offer hack challenges and encourage fans to submit their own #mikehacks, for chances to win prizes during the summer months.
The campaign spans digital and social platforms, including 15-second preroll packages showcasing six different mikehacks. Content will be featured on Woven networks, Discovery, BuzzFeed and Instructables over the summer.
Mike's is the latest brand to jump on the lifehacks concept.
Oreo was a pioneer of the trend. As part of its Oreo Snack Hack campaign, the brand has been encouraging fans to post their own ideas for eating Oreos and using them in recipes, using #OreoSnackHacks, for well over a year.
Last month, Oreo expanded on the concept's success by launching a Web series featuring top chefs, such as Michael Voltaggio and Roy Choi, using Oreos to create snacks.
The videos have been a hit. Since their posting on April 8, for example, a Voltaggio video has drawn nearly 720,000 views on YouTube, and a Choi video has drawn more than 722,000.
Outside of the food/beverages categories, Lowe's kicked off an extremely popular, still-running home-improvement Vines campaign, #lowesfixinsix, last spring.