Bud Light created an integrated campaign designed to reward real people who are #UpForWhatever.

We launched with a massive hidden-camera stunt that plucked a real guy from what he thought was a real New York City bar. By saying 'yes' to a night out with a complete stranger, he finds himself having a journey no one would believe – if it all wasn't secretly filmed and broadcast to the entire world online.

It began with teasers on YouTube, TV, preroll, and Vine videos, culminating in a two-spot Super Bowl ad, and an accompanying short film online.

Viewers who declared themselves '#UpForWhatever' via Bud Light’s YouTube channel became part of a pool of real people whom Bud Light instantly surprised by sending celebrities, rock stars, cheerleaders and beer to their homes.

We rounded out the night by surprising mobile customers of the Uber car service app with luxurious rides to exclusive parties, instead of to home.

Bud Light leveraged the inherent media interest in Super Bowl advertising to strategically build momentum leading up to the spot’s reveal. It all began with the exclusive release of a short teaser video – starring The Terminator himself – to Good Morning America, the top morning news program in the country. This was soon followed by targeted outreach to major influencers, two weeks before the game.

With anticipation, and “what the…?” questions building, Bud Light released the #UpForWhatever spots and extensive behind-the-scenes clips to national media just days before Super Bowl Sunday, with the surprise star of the commercial, Ian Rappaport, prepared for an onslaught of media interviews – from ABC News to On-Air with Ryan Seacrest.

Rappaport, who truly embodied the #UpForWhatever persona, only had to give a personal account of his Bud Light adventure, to authentically communicate the brand’s new platform and effectively speak directly to the target consumer.

Bud Light became one of the most talked-about brands in the world again. The #UpForWhatever hashtag was one of the fastest trending on Twitter, and the “Up for Whatever” films were viewed over 34 million times.

The campaign generated over 2,380 news stories, from GQ to ABC News, Good Morning America, Ryan Seacrest, Rush Limbaugh, and the cover of AdWeek – it penetrated pop culture with over a half billion media impressions.