mike's hard lemonade Reinvents White Elephant Parties with Virtual #Twelfie Gifting

Unique online program instantly rewards fans' sharing and offers opportunity to re-gift within their social networks

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Dec 02, 2014, 08:00 ET

CHICAGO, Dec. 2, 2014 /PRNewswire/ -- Mike's Hard Lemonade Co., best recognized for its iconic mike's® hard lemonade, decks the halls with fun and flavor this season with its first-of-its-kind social media-based "Tw'elf Re-Gift-O-Rama" in which everyone is a winner.

The mike's hard lemonade Tw'elf Re-Gift-O-Rama encourages participants to capture and share their holiday moments with a #Twelfie via Facebook or Twitter to receive an instant gift - which they can either keep for themselves or pass to someone else in their social network.

Updating the selfie trend for the holidays, the re-gift-o-rama encourages participants to capture and share their mike's holiday moments with a #Twelfie (a selfie with any kind of mike's hard lemonade - friends, costumes, furry animals and other festive elements encouraged) via Facebook or Twitter to receive an instant gift – which they can either keep for themselves or pass to someone else in their social network.

As with classic White Elephant gift exchanges, in the Tw'elf Re-Gift-O-Rama reinvention everyone receives a gift, ranging from "gags" such as funny GIFs, mounted squirrel heads or mike's-branded footie pajamas to more coveted items such as smart watches, gaming systems and gift cards. To participate fans must:

Take a selfie and share it on Facebook or Twitter with #Twelfie
Visit twelfie.mikeshard.com to link that social network and open a gift
Keep the gift or re-gift it to a friend within the social network for a chance to open something else

For the holiday season, mike's has dubbed its much loved 12-bottle variety pack a "Tw'elf pack." Select variety packs will include elf-inspired bottle charms to decorate bottles of mike's hard lemonade, black cherry lemonade, cranberry lemonade and strawberry lemonade and add a little fun and flavor to holiday get-togethers.

"We've all been to our fair share of ugly sweater parties. This year, we got the whole company together to figure out how to dress up the season in an exciting, less-predictable way," said Sanjiv Gajiwala, vice president of marketing, Mike's Hard Lemonade Co. "In exchange for sharing your #Twelfie moments, we can't wait to give you a present. But, unlike your well-intentioned family and friends, we won't get upset if you re-gift it – in fact, we encourage you to spread the joy!"

This company-wide collaboration is just one example of how Mike's Hard Lemonade Co. is focused on building personal connections with its fans through fun, social occasions. Already underway, the gift exchange will run until 11:59pm on Dec. 24, making it perfect for both early and last-minute shoppers.

About Mike's Hard Lemonade Co.
Founded in 1999, Chicago-based Mike's Hard Lemonade Co. defined the $1.7 billion flavored malt beverage category with the introduction of its ground breaking mike's® hard lemonade. mike's® product line is comprised of premium malt beverages including mike's® hard lemonade, mike's® hard Smashed Apple Ale, mike's HARDER® lemonade and mike's HARDER® punch. For more information, visit www.facebook.com/mikeshardlemonade.

Contact Information:
MSLGROUP – Andrea Latta
[email protected]; 312.861.5240

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SOURCE Mike's Hard Lemonade Co.