For the past 3 years we've dominated light beer sales over Coors with consumer centric programs that reward our drinkers. Until this year, access to these experiences was through the Bud Light Living app...so when content was shared, it was a re-cap. Which left our drinkers feeling like they had to win the beer lottery to gain access.
In 2017, we launched the BUD LIGHT LIVING ROOMS. A once-in-a-lifetime experience you could actually book. We chose 4 passion points that resonated with our core target and in May of 2017, held the ultimate house party to launch content and let our consumers know they could book these experiences and actually hang-out with their favourite celebs within their passions...here's how we launched this program...
Images from our Living Room launch:
We directed our drinkers to a website that allowed them to register for all our passion points: Digital Dreams, Pride Parade, UFC-216 in Edmonton, Esports DreamHack in Montreal and NFL Rivalry in MexicoCity. When Purchasing these tickets became available, they were notified and they could book a once-in-a-lifetime experience...Here's how the experience looked for NFL fans registering though our site:
(click the right image to scroll left to right)
Here's how some of the Livingrooms came to life, starting with: NFL Rivalry in Mexico City....Once our fans had signed up, we look two sets of fans to Mexico City where they competed for the ultimate experience, tickets to SB52. Here's what it looked like:
With each LivingRoom experience, we used the content to promote the next one. We also had all celebrities involved share the content on their social channels as well key influencers who attended.
Bud Light Living Room - Pride House: We created a once-in-a-lifetime experience at Pride2017 by giving our drinkers the opportunity to book a space on our float. We also launched Bud Light Pride House: A prominently featured house on Jarvis where Pride goers could hear featured DJ's and drink our full line-up of Bud Light products....which we used to make the Pride rainbow with these messages:
PROUD. PARTNER. and
THANKS FOR COMING OUT.
The day after Pride, we were featured on several national news outlets...
Our gaming fans booked an experience at DreamHack in Montreal where they could actually experience a game level literally brought to life. Not only could they walk through this interactive level, they got to go one-on-one with their gaming hero's and a few celebrities...