Millennials are increasingly using mobile apps like Drizly for fast and convenient alcoholic beverage orders, especially in densely-populated metropolitan areas like New York City, where same-day delivery of just about any product is now available. So it makes sense that some alcoholic beverage brands are finding new ways to tap into this trend. The concept is simple: anytime a young millennial is placing an order for alcohol via a mobile app, find a way to be top of mind.

To see how this plays out in practice, consider the new Drizly marketing promotion from Mike’s Hard Lemonade, a market leader in the flavored malt beverage category. As part of a new promotion called “Deliver the Unexpected,” one fan of Mike’s Hard Lemonade and his or her friends will win an all-expenses-paid house party that’s hosted by rapper and comedian Lil Dicky. All you have to do is enter a special promotional code at checkout on the Drizly app, and you’ll automatically be entered into a summer sweepstakes to win the party.

The campaign’s inclusion of rapper and comedian Lil Dickey, best known for his platinum single “$ave Dat Money,” is a way to target young male millennials, age 25-29. Ever since May 2017, Mike’s Hard Lemonade has been transitioning its marketing efforts to reach this category of young drinkers. And what better way to reach them than to combine the fun mobile app Drizly with an alcoholic beverage that’s known for its sense of humor and willingness to have a good time?

“The summer celebration with Mike's is designed to bring humor, laughter and smiles to Mike's Hard Lemonade's consumers. Mike's Hard Lemonade is part of people's favorite times, which is why we're giving fans the opportunity to win the ultimate good time with someone who knows what it means to drink on the bright side. You can't crack open a bottle—or watch a music video from Lil Dicky—without cracking a smile," said Sanjiv Gajiwala, Vice President of Marketing, Mike's Hard Lemonade.

To kick off the sweepstakes, one unsuspecting Drizly user and Mike’s Hard Lemonade fan in Brooklyn, New York received a surprise with his Drizly order. Lil Dicky, who accompanied a driver from a Drizly partner store, arrived at the user's house and helped to drop off a few cases of Mike's. The rapper then revealed one final surprise—a private party at The Brooklyn Barge with the fan and his friends.

"We're always looking for ways to surprise our customers with great experiences," said Taylor Burton, Drizly's VP of Strategic Partnerships. "Usually that's through showing them great pricing, product selection, recommendations, or the fast delivery options we offer through our app. This promotion brings that great experience to a whole new level.”

This promotion, scheduled to run through August 24, could serve as a template for other alcoholic beverage brands looking to reach young millennial drinkers where they spend most of their time these days: on their mobile phones. Instead of focusing all their marketing efforts on in-store promotions in order to influence buyers at the point of sale, they may need to shift their focus to app-based experiences optimized for mobile.