Tuesday, September 9, 2014

Whatever, USA

Bud Light's Whatever, USA, weekend was held Sept. 5-7 in Crested Butte, Colorado. “Whatever, USA” is part of Anheuser-Busch’s summer ad campaign centered around Bud Light’s tagline “The perfect beer for whatever happens”. People were able to participate in this campaign by submitting a video to win a chance to attend the Whatever, USA weekend. 1,000 were chosen and you can view some of their videos here: http://www.budlight.com/whateverusa.html.

What was surprising about this event is the superb use of technology that went on. With drones, RFID wristbands and LED jackets all on tap for the event, Anheuser-Busch has set a new bar for the brewer and its marketing efforts. Several blocks of Crested Butte were turned into a fictional town called “Whatever,” blanketed by Bud Light advertising featuring an electronic dance music (EDM) concert, where attendees wore LED jackets, creating a user-generated light show. They used multiple drones to record the events to be used in its advertising and shared on social media. Attendees also wore RFID wristbands that can be scanned by photographers and by wearers snapping selfies at kiosks.

For those who aren’t among the 1,000 selected, Anheuser-Busch has created a way to allow anyone with a computer or smartphone to access a live updating media wall on the UpforWhatever.com website. The images captured at the event will also be part of digital ad banners that will be displayed on other websites. If you want to know more about how Anheuser-Busch has devoured the details of this event, check out www.UpForWhatever.com.


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