Bud Light’s ‘Selfie City’ Boosts Content Capture
It was a once-in-a-lifetime event that needed to be captured: Bud Light’s Whatever, USA campaign, which awarded 1,000 unsuspecting consumers with a weekend of experiences where they continuously proved they were “#UpForWhatever.” Bud Light had created the fictional town of Whatever in a takeover of Crested Butte, CO, turning it into a full-scale theatrical production over three days in September. More than 200,000 consumers auditioned for a spot—and those invited were informed within 24 hours of their flights, forcing them to drop everything and prove they truly were “UpForWhatever.”
Whatever, USA had a high-tech feature tied to Facebook: a fully integrated RFID-enabled content capture infrastructure, simply coined “Selfie City.” At any given point in Whatever, USA, attendees could scan their RFID wristbands with any of the 10 photo booths or roving photographers. Once their photo was captured, it would immediately be syndicated to both their personal Facebook feed, as well as viewed in a personalized photo gallery living in the native Whatever, USA app for Android and iOS.
This meant that any photo taken at any time was made available to attendees in real-time through the app on the device in their pocket. Regardless of whether an attendee had their mobile device on them or not, however, their experiences were always getting captured and were shareable later on Facebook.
Bud Light was able to capture 18,000 moments over a 72-hour period with this system. Fifty-five percent of attendees who had their photo taken eventually shared it to Facebook. On top of that, the photo database was accessed 500,000 times.