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This year, Natural Light is offering free beer to anyone who turns 21 through an online rebate. 

Customers who reach the legal drinking age in 2020 can purchase a Natural Light Family product and receive up to $8 back by submitting an image of their purchase receipt on a microsite. In addition to free beer, Natural Light is encouraging fans to share pictures of their 21st birthday celebrations on social media using the hashtag #NattyBDay and tagging @naturallightbeer on Instagram or @naturallight on Twitter. On the 21st of each month, the brand will feature one of these posts on its page. 

As a lower-priced beer often enjoyed by younger consumers, Natural Light is smart to run a continuous promotion that catches people right as they’re reaching the legal drinking age. Adding in the social media aspect to this campaign as well will help build awareness for the promotion and encourage UGC.