The National Football League’s official beer brand has randomly placed 37,000 gold Super Bowl 51 cans in beer packs giving consumers a chance to win Super Bowl tickets for life (or 51 years).
Bud Light celebrates Thanksgiving, an event long associated with the NFL, by introducing limited-edition ‘Strike Gold’ Super Bowl-themed packaging across all 18, 24, and 30-packs of 12 oz Bud Light cartons/cans in the USA.
Those who find a gold can in their packs (or, alternatively consumers can visit the campaign web hub at http://www.budlight.com/gold-can.html to download and print a gold can wrap) simply need to take a photo of the product packaging and post it to Instagram, Facebook or Twitter using the hashtags #SBTix4Life and #Sweeps to enter the contest.
A series of social spots promoting the contest were rolled out through late November to start the rush (and drive a holiday weekend sales spike).
Supported by promotional pieces across the beer’s social platforms such as Twitter,
— Bud Light (@budlight) November 28, 2016
The competition actually runs from 28 November through to 13 January and six weekly winners during this promotional window will be selected to win a pair of season tickets to their favourite NFL team.
While one grand prize winner will be selected to win a pair of Super Bowl tickets for life (up to 51 years) the week of 16 January 2017.
Consumers entering in California simply need take a picture showing their fan spirit and post on social media (Facebook, Instagram, or Twitter) with the hashtags #SBTix4Life, #Sweeps and #CA.
‘All season long, Bud Light has celebrated the most passionate and dedicated fans that the NFL has to offer, and as the playoffs approach, we want to see fandom turned up another notch,’ explains Anna Rogers, director of NFL partnerships and strategy, Anheuser-Busch.
‘Most NFL fans likely won’t see one Super Bowl in their lifetime, so we figured what better way to reward one of the NFL’s biggest fans than by giving him or her tickets to the big game for the rest of their life?’
This blockbuster giveaway sees the NFL’s beer partner go full Willy Wonka.
A genuine dream prize that lasts a lifetime.
And what better time to launch this spectacular Super Bowl contest than Thanksgiving week?
After all, turkey and Thanksgiving are become one of the USA’s most established partnerships.
One in 37,000 – well, as global gambles go, the odds actually aren’t that bad.
This Bud |Light campaign follows on from its season-opening NFL activation built around team cans (see case study).
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