Dive Brief:
- Bud Light is running a "Strike Gold" contest that combines in-store and digital elements to provide some fans with Super Bowl tickets for up to 51 years, according to an Anheuser-Busch press release.
- Customers can now discover 37,000 limited-run gold cans of Bud Light hidden in in-store packages that serve as their "golden ticket" to the Super Bowl. Participants who find a can will then post to social media using the hashtags #SBTix4Life and #Sweeps to claim their prize.
- The contest runs through January 13 with digital channels including a dedicated website, along with efforts on Facebook, Instagram and Twitter. Bud Light is the official beer sponsor for the NFL.
Dive Insight:
"Strike Gold" might serve as a smart example of how to elevate in-store physical promotions with a strong digital element. Anheuser-Busch recently posted sluggish Q3 sales, and the legacy brand has been eager to connect with younger consumers, something that might be attainable by utilizing social media like Twitter and Instagram with the new contest.
Digital channels are increasingly essential in elevating any brand campaign, as things like hashtags can go viral to help spread awareness and participation.
“Most NFL fans likely won’t see one Super Bowl in their lifetime, so we figured what better way to reward one of the NFL’s biggest fans than by giving him or her tickets to the big game for the rest of their life?” said Anna Rogers, director of NFL partnerships and strategy at Anheuser-Busch, in the press release.
AB InBev, Bud Light's parent, recently appointed Marcel Marcondes as its VP of U.S. marketing, a sign that the company is searching out new strategies that better resonate with consumers. "Strike Gold" might help break the beer brand out of its recent financial slump, with the NFL partnership providing some serious media backing power.
