Dive Brief:

• On Dec. 20, Anheuser-Busch's Budweiser brand is marking the 20th anniversary of its long-running "Whassup?" ad campaign with a new social media contest, the company shared with Marketing Dive. 
• The idea behind the campaign is to create the world's longest chain of people saying "Whassup" using Instagram Stories. The effort includes user-generated content as well as several well-known athletes like Luis Severino, JaVale McGee and Blake Snell, among others. 
• Consumers are invited to share a video of themselves saying “Whassup” on Instagram Stories and tag @BudweiserUSA through Dec. 20 at noon EST. The brand will then share the complete story on Instagram.

Dive Insight:

Budweiser has an opportunity to get consumers talking about its brand on social media by resurrecting its iconic 1990s campaign for a new generation, just as the holiday season kicks into high gear and consumers are likely to be spending time with friends and looking for entertaining digital videos.

Budweiser is mining nostalgia while updating the ad for the social media era with its latest "Whassup" effort. The ad could be well suited for social media, where short, entertaining content reigns and users are eager to share their own interpretation of memes. Bringing celebrated athletes into the promotion will extend the reach of the campaign by encouraging fans to engage and film their own “Whassup” videos.  

The original "Whassup" ad launched in 1999 just before the turn of the century and was based on a short film about childhood friends who frequently say "whassup," which becomes a running joke. The ad won the Cannes Grand Prix, is in the CLIO Hall of Fame and has been parodied in films and TV shows.

This isn't the first time Budweiser has resurrect the ad. In June 2018, Bud and Burger King brought back the phrase to promote the launch of a collaborative, limited-edition American Brewhouse King Sandwich.

Mining nostalgia is a popular strategy for marketers and one that Budweiser leans on heavily. In another recent example, Budweiser brought back a '90s ad series called "Real Men of Genius," updating it for Twitch users to promote a special batch of "Gloria Brew" made for the first championship for the NHL's St. Louis Blues.