Company – Bud Light
Agencies – Energy BBDO, BBDO New York, Mosaic, Fusion, Vayner Media, AKQA, Weber Shandwick
Market(s) – USA
Timing – September 2014
Bud Light and its team of agencies brought the ultimate millennial experience to life: #UpForWhatever became an epic 3-day weekend — “Whatever, USA” — summer holiday.
Bud Light had already launched its #UpForWhatever campaign for Superbowl 2014 but had yet to create and bring the full “Up For Whatever” experience to the masses. Summer — an ideal time for drinking light beer — offered an opportunity to further brand relevance, increase brand share and engage millennials.
Bud Light set out to create an entire town for the “Up For Whatever” consumer (Crested Butte, Colorado), full of experiences to share via social media. A “mayor” of Whatever, USA appeared in TV, print, OOH, radio, on-premise recruitment and the final event. Millennials could sign up online or through on-premise tourism stations. At the event, influencers joined the winners in generating share-worthy content.
Mosiac Experiential initiated “Whatever, USA” recruitment programs. Bud Light also set their Brand Ambassadors to recruit at bars across the country.
Mosaic and Energy BBDO developed a communication framework to establish strategy and maintain consistent communications. They briefed agency partners as well as outlets like Pandora, The Onion, Buzzfeed and TripAdvisor.
Mosaic ran all activities over the 3-day weekend, posting content to Bud Light’s social media platforms.
Other partner agencies collaborated daily to ensure all deliverables were launched according to the original communications plan.
Across the board, “Whatever, USA” exceeded expectations: the original goal of 1,032,000 on-premise engagements achieved an actual 1,821,482. The original goal of 166,800 on-premise auditions met an actual 204,329. Media goals of 80% reach achieved an actual 83%. UpForWhatever.com pageviews achieved 1,085,225 (surpassing the 950,000 goal). Social KPI hoped for 160,000,000 impressions — it actually achieved 587,000,000 and a 3.55% engagement rate (surpassing the 3% goal).