DTLA Film Festival Invites Consumers to Journey to the Bright Side this Summer at the Bright Side Pop-Ups

Unlock Happiness Through a Smile-Inducing Experience

LOS ANGELES, June 1, 2018 — Bringing its “Drink on the bright side” mantra to life this summer, Mike’s Hard Lemonade Co. announced the launch of a limited-edition lemonade six-pack and sponsorship of regional pop-up experiences to celebrate and amplify happiness across the nation. The pop-up experiences are conducted by and for the benefit of DTLA Film Festival, a nonprofit organization dedicated to diversity in cinema. Designed to spark laughter and inspire good times, each new six-pack has a Snapchat Snapcode that unlocks a comedic world where people can tell their funniest jokes and enter to win the mike’s® Hard Lemonade Happy Weekend Giveaway. In addition, consumers were able to experience epic amounts of joy in New York and next in Los Angeles through the Bright Side, a three-day pop-up smile factory comprised of larger-than-life activations inspired by study findings* on the causes of happiness.

“For our fans, happiness is a social language. By leveraging Snapchat, we can engage with Mike’s drinkers on one of their favorite platforms while creating a truly immersive and shareable experience,” said Sanjiv Gajiwala, Senior Vice President of Marketing, Mike’s Hard Lemonade Co. “The whole idea behind the new six-pack and sponsoring the Bright Side events came from a simple question we asked ourselves: ‘How can we heighten happiness this summer in an extraordinary way?'”

“We appreciate Mike’s generous support of our continuing efforts to showcase the best of new emerging film talent in the historic center of The Film Capital of the World. I know it makes our participating filmmakers and audiences very happy!” said Director of Programming Karolyne Sosa, DTLA Film Festival.

Mike’s Hard Lemonade Co. introduced the “Drink on the bright side” campaign—created by The Annex, an agency powered by Havas—in 2017, when the brand pivoted its marketing strategy to target the millennial male through content focused on joy, laughter and good times. In addition to the limited-edition packaging, the brand is taking the bright side to the next level this summer with the Bright Side Pop-Up experiences across the country. Details include:

  • Bright Side Pop-Up Experiences – Attendees will see, taste, feel and enjoy happiness like never before as they make their way through a sea of yellow. From food and drink to travel and play, each custom experience will be tied back to a study surrounding happiness.* Comedian Matthew Broussard closed out each night in New York with a stand-up performance and donations were collected throughout the event benefiting DTLA Film Festival. Mike’s fans that live in Los Angeles can learn more about attending the Bright Side by signing up for doLA. The Los Angeles event, also conducted by DTLA Film Festival, will be on June 7-9, 2018 and will have a $1 entrance fee – going to DTLA Film Festival.
  • Snapchat Contest for a Happy Weekend Giveaway – Started on May 1 through July 1, 2018, aspiring comedians and professional jokesters alike can submit their funniest jokes through the Snapchat Snapcode found on the limited-edition six packs for the chance to win a Happy Weekend Giveaway, along with a friend. Once the code is scanned, the user can experience a whimsical world created by Mike’s in the World Lens mode. During the selfie mode the user can share his/her joke(s) that’ll guarantee a laugh with @mikeshard to be entered.
    • During the Giveaway Period, record a video snap of your best joke on Snapchat and send it directly to the mike’s® Hard Lemonade Snapchat account. Video must be in compliance with the technical specifications of the Snapchat platform. To find local stores carrying mike’s, go to MikesHard.com.

For more updates on what the brand is up to this summer, follow Mike’s Hard
Lemonade on Instagram and Facebook at @MikesHardLemonade, and Twitter at @MHL.

About Mike’s Hard Lemonade Co.

Founded in 1999, Chicago-based Mike’s Hard Lemonade Co. defined the $3.2 billion flavored malt beverage category with the introduction of its groundbreaking mike’s® hard lemonade. Mike’s product line is comprised of premium malt beverages including mike’s® hard lemonade and mike’s HARDER® lemonade. The company also produces White Claw® Hard Seltzer.MIKE’S IS HARD. SO IS PRISON. DON’T DRIVE DRUNK.® © 2018 .™ is a trademark and ® is a registered trademark of Mike’s Hard Lemonade Co., Chicago, IL. www.mikeshard.com

About DTLA Film Festival

The nonprofit DTLA Film Festival is the largest film event in burgeoning downtown Los Angeles. Through it creative brand of programming, the festival embraces the unique cultural-ethnic diversity of DTLA and its surrounding neighborhoods. It champions all groups underrepresented in Hollywood – including people of color, women and members of the LGBTQ community – by showcasing their films in the historic center of The Film Capital of the World. www.dtlaff.com


Larbi, M. (2016, October 14). Eating yellow food makes you happier, according to actual science.

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Manninen, S., Tuominen, L., Karjalainen, T., Hirvonen, J., Arponen, E., Hari, R., Nummenmaa, L. (2017). Social Laughter Triggers Endogenous Opioid Release in Humans. Journal of Neuroscience,37(25), 6125-6131. Retrieved April 10, 2018.

Nawijn, J. (2012, May 29). Leisure Travel and Happiness: An Empirical Study into the Effect of Holiday Trips on Individuals’ Subjective Wellbeing. NRIT Media, Nieuwegein. Retrieved April 10, 2018 from http://hdl.handle.net/1765/32471

Salimpoor, V., Benovoy, M., Larcher, K., Dagher, A., & Zatorre, R. (2011). Anatomically distinct dopamine release during anticipation and experience of peak emotion to music. Nature Neuroscience, 14, 257-262. Retrieved May 7, 2018, from https://www.nature.com/articles/nn.2726

Stubbe, J., De Moor, M., Boomsma, D., & De Geus, E. (2007). The association between exercise participation and well-being: A co-twin study. Preventive Medicine,44(2), 148-152. doi:https://doi.org/10.1016/j.ypmed.2006.09.002

Waldinger, R. (2015). Harvard Second Generation Study. Retrieved April 10, 2018, from http://www.adultdevelopmentstudy.org/

Contact: mikeshard@havasformula.com
SOURCE Mike’s Hard Lemonade Co.
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