Mike’s Hard Lemonade Co., Chicago, is reinventing the White Elephant holiday tradition with its new “Tw’elf Re-Gift-O-Rama,” promotion.

Playing off the selfie trend, the flavored malt beverage brand is inviting consumers to capture selfies of holiday moments with Mike’s Hard Lemonade, including photos with friends, costumes, furry animals and other festive elements, the company says. Consumers of legal drinking age then can share their selfies on Facebook and Twitter using the hashtag #Twelfie. Then, they can visit www.twelfie.mikeshard.com to link their Facebook or Twitter to the site to redeem their gift. 

As with classic White Elephant gift exchanges, in the Twe’lf Re-Gift-O-Rama reinvention, everyone receives a gift, ranging from gag gifts such as funny GIFs, mounted squirrel heads or Mike’s-branded footie pajamas to more coveted items like smart watches, gaming systems and gift cards. Participants can keep the gift for themselves or re-gift it to a friend within the social network and earn a chance to open something else.

?“We’ve all been to our fair share of ugly sweater parties, said Sanjiv Gajiwala, senior director of marketing activation at Mike's Hard Lemonade Co., in a statement. “This year, we got the whole company together to figure out how to dress up the season in an exciting, less-predictable way. In exchange for sharing your #Twelfie moments, we can’t wait to give you a present. But, unlike your well-intentioned family and friends, we won’t get upset if you re-gift it — in fact, we encourage you to spread the joy.”  

Along with the Tw’elf Re-Gift-O-Rama promotion, the brand also has dubbed its 12-bottle variety pack the “Tw’elf pack.” Select variety packs will include elf-inspired bottle charms to decorate bottles of Mike’s Hard Lemonade, Black Cherry Lemonade, Cranberry Lemonade and Strawberry Lemonade and add a little fun and flavor to holiday get-togethers, the company says.

The Tw’elf Re-Gift-O-Rama promotion runs through 11:59 p.m. Eastern Time on Dec. 24.