So, when Lane Johnson - offensive lineman for the Philadelphia Eagles - offered to buy the whole city a beer, Bud Light backed his bet. Then, the Eagles won the Super Bowl (with the help of a play named after our tagline), and we joined in the celebration and made good on our promise.
Then, we released special packaging commemorating the Eagles’ Super Bowl victory and the play that helped it happen. They sold out in days, caused a stir on social, and showed up in secondary markets for a significant markup.
Finally, we put a capstone on the campaign by donating a 12-foot-tall bronze statue to Lincoln Field commemorating the Philly Philly play call.
Our efforts drove continuous earned media, a 20% increase in sales, and Philly to choose a new favorite beer.