BUD LIGHT CASE STUDY
Client
Anheuser-Busch / Bud Light / DLVEC
Project Type
360° Brand Activation
THE SITUATION
PROBLEM
It all started with "joke" to storm an infamous U.S. Air Force base, and a Tweet.
Area 51 Special Edition. 👽 pic.twitter.com/8wGbSLqY6r
— Bud Light (@budlight) July 17, 2019
Reaching over 3,500,000 RSVP's on a Facebook Event, what started as a joke from a 20 year old college kid, wound up reaching national news cycles and gained enough traction to garner a stern warning from the U.S. Air Force.
Bud Light decided to piggyback off the buzz created, producing a quick design and can mock-up to join in on the fun via social media. The marketing team at Anheuser-Busch quickly realized that actually producing the product could be a great PR move and quickly decided to launch the product in select cities in Nevada, Arizona and Southern California leading up to the date of the "storm".
With previous work together on the Bud Light Getaway, Anheuser-Busch reached out to activate the limited-edition run of brew in Las Vegas, Nevada.
We had 20 days until the the storm on Area 51.
Roles
- Creative Direction ~ Event Conceptualization and Production
- Talent Buying
- Go-To-Market Strategy
- Marketing Strategy
- Project Oversight
EXECUTION
SOLUTION
Creating an out-of-this-world evening with top secret entertainment.
A 360° branded experience and content campaign
...and a few free Bud Lights of course.
High-quality content shot and edited on site for live use on socials
Making the Product the Headliner
The Area 51 Bud Light design was positioned at every angle and integrated into the theme at every customer touchpoint from online to on-site.
Creating Memories
THAT'S A WRAP!
RESULTS
OVER 10,000 GUESTS IN ATTENDANCE
OVER $2,000,000 IN PR VALUE GENERATED
13,000+ UNITS (BEER) MOVED
