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Bud Light
Bud LIght "Whatever, USA"

RAN IN: United States

CLIENT
Anheuser-Busch InBev

AGENCY
Energy BBDO *Lead Agency

Aaron Pendleton, Creative Director
Sean Girardin, SVP, Group Planning Director
Shannon Smiley, VP, Planning Director
Sean Brewster, Account Director
Kevin Bogusz, SVP, Group Account Director
Miller Jones, Creative Director


Mosaic *Lead Agency

Jennifer Shankman, VP, Client Service
Khaleed Juma, Creative Director
Scott MIles, SVP, Strategy + Ideation


BBDO New York

Michael Smith, Executive Creative Director


Starcom


SUMMARY

At Super Bowl 2014, Bud Light asked millennials, Are you #upforwhatever? but could only respond to a lucky few. For summera critical light beer seasonwe created Whatever, USA, a national capital of unexpected fun, and gave everyone who was #upforwhatever a chance to participate. The result was a summer full of engaging content and on-premise activations culminating in the ultimate millennial experience, which received 40% more engagement than our Super Bowl effort, 66% more impressions than a typical Super Bowl ad, and ultimately improved brand penetration and affinity.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Events, TV, Other (On-premise (in bar) activation)

Audience: Other

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English