Bud Light Hosts Rock, Paper, Scissors Tournament - Event Marketer

Bud Light Hosts Rock, Paper, Scissors Tournament

DB_BudLight_2007 Ex
Brand: ANHEUSER-BUSCH BUD LIGHT
Agency: THE SPARK
Awards: EX AWARDS — BEST NIGHTLIFE MARKETING CAMPAIGN
Year: 2007

Yes, there really is an association dedicated to the, um, sport of Rock, Paper, Scissors. Looking to hit bars with something a little irreverent, Bud Light leveraged its sponsorship of the USA Rock Paper Scissors League with regional tournaments at on-premise accounts.

From January through March, local bars held tournaments, inviting patrons to throw their hands in front of them—extending a fist for rock, five fingers for paper or two fingers for scissors—in the ultimate game of skill and chance. Hey, we’re getting into it. Participants got into it as well, wearing masks and donning lucky hats, tracking the competitions with official tournament brackets.

Following the local round, Bud Light sent 256 finalists to the championship at the Las Vegas House of Blues. The eventual winner was awarded an ice cold Bud Light, a championship trophy and $50,000. The brand kept the losing contestants and the crowd tuned in with second-chance competitions, prizes for wackiest costumes, cheerleaders and appearances by the real men of genius featured in Bud Light’s long-running radio spots.

A&E Network, the official media partner, aired a one-hour special about the championship, adding some high-profile exposure. Anheuser-Busch’s entire system got behind the effort, with 256 A-B wholesalers running local tournaments for approximately two months. The brand logged exposure to more than one million consumers during the on-premise activity.

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