Bud Light
2016: What. An. Election. Year. With all the craziness in America's real-life political landscape, the Bud Light Party was formed to bring the country together over a beer. Starting in February, we've been delivering this message to fans across our social platforms.
March Madness
Not everyone follows college basketball the other 11 months. But the nation comes together during March Madness. We knew that regardless of how fans’ alma maters fared in the tournament, they were still watching, and they weren’t watching alone. We set out to show that when you get together with your buddies to watch, Bud Light should be the beer of choice. So while everyone loves a champion, this season the Bud Light Party crowned way more than just one.
Post Copy: The #BudLightParty champions for champions.
Gay Wedding
In June, we were tasked with using social to amplify this commercial of Seth Rogen and Amy Schumer (Bud Light Party spokespeople) at a gay wedding. Since the Bud Light Party’s main messaging is inclusivity, we used these posts to show our support for everyone’s right to love and marry. This was the first time during the campaign that the Bud Light Party took a firm stance on a topical social issue.
Real-Time Content
As Bud Light’s community manager, it was also my responsibility to make sure we were entering relevant, popular conversations. So when I saw that #GIFParty was trending, I figured we could supply the refreshment.
And when the news of Peyton Manning’s retirement broke, I knew the Bud Light Party could make room in its cabinet.
Holiday Content
We spent a good deal of time plotting an original April Fools’ prank. One unlike anything all other brands had pulled in years past. We could’ve pranked Bud Light drinkers. Pranked another beer brand. But then we remembered that in the Bud Light Party, everyone is on the same team. So instead of pulling a prank, we decided to protect our fans from becoming the fool.
Sure, summer officially begins in late June. But everyone’s always on board with starting a little earlier. With this Memorial Day Weekend post, we were able to show off our beautiful new blue bottles, while using the Bud Light Party political tone to unofficially begin everyone’s favorite season.
