Challenge
Bud Light was looking to come up with a new experience-led platform that would allow them to activate against all of the brands passion points such as sport, country music, etc. as well as bring to life the brands positioning around “easy drinking, easy enjoyment”.
- We needed to get people comfortable holding a Bud Light in their hands again.
- We needed to win back our core in markets across the country to stabilize the business.
- …And we needed to get the brand back on track – to start recruiting and retaining consumers well beyond the original intentions and reach of our original festival plan.
Solution
The Bud Light Backyard Tour stopped at on premise accounts in dozens of cities throughout the summer, anchored by several headline artists including One Republic, Bush, Dashboard Confessional, Train, and Midland, drawing in thousands of ticketed consumers and sweepstakes winners.
Building on the success of the summer tour, we launched the Bud Light Backyard College Tour. Our tour caravan stopped in college markets across the US every weekend during key College Football rivalry games, hosting a party at a popular college bar the night before the big game, and activating the tailgate during gameday.
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