Miller Lite is going dark on its Twitter, Facebook and Instagram and asking consumers to unfollow the company’s social channels as a part of its new marketing campaign. The brand is reenvisioning “Miller Time” for today’s generation of drinkers, offering a free beer to those who choose to spend time sharing a beer with friends rather than scrolling through their feeds online.

“With this new campaign, we’re championing in-person, genuine connections over social media followers. We know that today’s generation of new drinkers will spend more than five years of their lifetime on social media, and yet are only meeting up with their close friends less than a few times a month. By reintroducing Miller Time, we want to remind them that while social media is great, it’s no replacement for hanging out in-person over a Miller Lite,” said Anup Shah, VP Miller Family of Brands. 

To participate, consumers need to text “UNFOLLOW” to the number provided on the company’s site with an attached screenshot confirming that they unfollowed Miller Lite social media channel. 

“We understand it’s risky for a brand today to say that we want you to unfollow us on social media, when it’s one of the many ways we stay in touch with beer drinkers,” Shah said. “But we value those in-person connections and are committed to inspiring people to do the same, even if that means losing a few followers along the way.”

Also, as a part of the campaign, Miller Lite presented a television spot, called “Followers,”  during Game 1 of the MLB World Series. “A few friends are better than a few thousand followers. Here is to the original social media,” the spot’s slogan says.