Dive Brief:
- Busch Beer is running a social media contest for couples whose 2020 wedding plans are impacted by coronavirus-related shutdowns, according to a press release shared Marketing Dive.
- The Anheuser-Busch brand's spokesperson, Busch Guy, revealed the contest in a video post on Instagram and Twitter. Couples that have had to change their wedding plans due to the pandemic can enter to win a year's worth of Busch. They must post a photo of themselves on Twitter or Instagram with the caption explaining how they still plan to celebrate, complete with the hashtags #BuschWeddingGift and #Sweepstakes.
- Friends of the betrothed can tag their engaged friend with the #MyFriendsWedding hashtag for the chance to win additional prizes. Submissions will be accepted through May 1, and 250 winners will be chosen.
Dive Insight:
Busch Beer's latest social media contest is a way for the brand to stay top of mind despite parties' cancellations and postponed weddings due to the pandemic.
This isn't the first time Busch has promoted itself as a wedding beverage. Last year, it created a video spot starring the Busch Guy and highlighted photos of couples and wedding guests drinking Busch at real weddings. As part of the campaign, the beer brand ran a contest to win $25,000 and a supply of Busch for the winner's wedding. Additionally, the Busch Guy was offered up to officiate the ceremony.
After building this buzz last year, the company is now looking to get on the menu during this summer's wedding season. With large parties nixed in light of the coronavirus pandemic, Busch has had to adjust its marketing and instead give away beer to consumers whose weddings were canceled. By allowing both engaged couples and wedding guests to participate in the contest, the brand offers a social consolation prize to those who are likely disappointed that they must postpone their wedding.
