Bud Light is a brand that’s always been for the fans, especially as the official sponsor of the American National Football League (NFL). During the NFL Draft, booing the Commissioner as he takes the stage is one of the greatest traditions fans take part in. Every single year. But with 2020’s Draft happening remotely due to the COVID-19 pandemic, this tradition was at risk of not happening. Fans, and the sports media, were not happy.

Bud Light Seltzer just couldn’t let that stand. We set out to save the fans’ most treasured tradition, and made a promise to bring the boos to the draft.

#BooTheCommish

Help fans celebrate the return of sports, virtually, by bringing them closer to the NFL Draft than ever before.

Fans were encouraged with a call-to-action to record their boos from home and tag @budlight and #BooTheCommish on social media. As thousands of fan, team, and player boos were generated online, with each boo submitted, we donated to the NFL Draft-A- Thon for COVID-19 relief. As everyone tuned in to the most-watched Draft in NFL history, we used our TV inventory not to simply run an ad. We delivered on our promise, right as the Draft began, with a video featuring the Commissioner gladly accepting all of the user-generated boos. Even if they’re apart - when fans boo, they boo together. Because sometimes, all people need is a little tradition to bring back a little normal.

#1 Trending Hashtag on Twitter during the NFL Draft

Over 400 PR Stories and 329MM Impressions

Confirmed donation of $500K to NFL Draft-a-thon for COVID-19 relief