Bud Lights the Lamp

Budweiser re-affirms their commitment to hockey fans with a new interactive program – Order up a Budweiser Red Light, and a team of Budweiser technicians will come to your house to install a replica of hockey’s iconic red goal lamps. With wifi-connectivity, these lamps can be synced to light up whenever your favorite team scores.

See Canada-specific Super Bowl spot below:

Why I’m Curious?

In light of having lost out to Miller Coors in a bid for official sponsorship of the NHL this season, this program stands out as a clever way for Budweiser to maintain its place in the hearts of Canadians, arguably hockey’s most devoted following.

On a broader level, the program serves as an excellent example of integrated, cross-channel marketing as its linkage of the product to positive experiences slots very neatly into the brand’s wider “Great Times are Waiting” campaign.

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