Mike's Hard Lemonade Co. implemented an elaborate temporary rebranding promotion to mark hitting 1 million Facebook fans.
Within 24 hours of identifying Paul Siano of Orland Park, Ill. as its one millionth Facebook fan, Mike's had renamed itself "Paul's Hard Lemonade" and had rolled out the name on an updated lemon-shaped logo, its Web site, its Facebook and Twitter accounts, T-shirts and even on some packaging.
The company and the agency behind the promotion, Tris3ct, documented the whole rebranding process and the celebration — during which Siano was presented with his own six-pack of "Paul's Hard Lemonade" — in a video on its Facebook page. The video is also viewable on the company's Web site and Twitter and YouTube accounts.
The rebranding, which went live on June 18, will continue through June 20. During the promotion's duration, the brand will thank its fans by giving them chances to win prizes through various contests.
The temporary rebranding was Mike's "unique way of creating a personal connection with our fans and rewarding one passionate consumer with the flavors he loves,” said Sanjiv Gajiwala, senior director, marketing activation for the company.