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Miller Lite finds success with fans' photos (Video)

Thursday - 8/21/2014, 7:53am  ET

WASHINGTON -- Miller Lite's newest ad is all about the customers.

The beer brand released its newest commercial earlier this week, which showcases selected fan photos that used #ItsMillerTime on social media.

In May, Miller Lite asked thirsty customers to send their best summer photos starring the retro-looking Miller Lite cans using #ItsMillerTime, Ad Week reports.

The response was overwhelming. People shared more than 200,000 photos with the hashtag. Miller Lite chose seven of them for its newest ad, which debuted on YouTube Aug. 18.

Also, #ItsMillerTime was the No. 2 branded hashtag on Twitter since May 7, according to Ad Week. Adidas' #allin took the top ranking.

Miller Lite isn't the first company to use user-generated content for a commercial. Earlier this year, Coca-Cola used videos of fans drinking the soft drink for a commercial.

Watch Miller Lite's ad below:

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