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Budweiser
Budweiser Goal-Synced Arena

RAN IN: Canada

CLIENT
Labatt Breweries of Canada

Andrew Oosterhuis, Brand Director
Mike D'Agostini, Senior Brand Manager
Tells Carayannakis, Brand Manager

AGENCY
Universal McCann *Lead Agency

Jared Aldridge, Manager, Connection Planning
Graham Walmsley, Supervisor, Connection Planning
Amanda Silva, Supervisor, Investment


Anomaly

Pete Breton, Executive Creative Director
Leonardo Gonzalez, Art Director
Thomas Gaylor, Account Supervisor
Scotty Booth, Agency Producer


Veritas Communications


Mosaic


Buzz Products


SUMMARY

Budweiser had to build relevance among hockey-loving beer-drinkers in a cut-throat, declining market and break through massive hockey sponsorship clutter, led by their #1 competitor. Our response? Don’t think like a sponsor, think like a fan! Through a powerful, live activation, we literally put goal-scoring into the hands of fans, helping them celebrate their teams. We created the ultimate fan experience by building Canada’s first goal-synced arena: a broadcast integration centred on activating thousands of goal-triggered Budweiser Red-Light glasses. This highly-effective approach drove impact and deepened their connection to Budweiser.

CASE STUDY

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CASE VIDEO


Hero Medium: EVENTS

Medium Featured On Video: EVENTS;PACKAGING;RADIO;SOCIAL MEDIA;SPONSORSHIP;TV

Audience: Adult beer drinkers

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: National

Language: English