With a focus on creating engagements at retail and becoming a part of the football fan experience, Bud Light created the interactive Bud Light Playbook for the true football fan. The tips, videos and fun ideas positioned Bud Light as seriously enhancing football occasions, a Playbook content distribution strategy was needed. SnapTag mobile barcodes were added to packaging and retail marketing. Consumers used standard mobile capabilities to snap and send a picture of the Bud Light SnapTag to trigger a response with Playbook content. Content was also available on Bud Light’s Facebook page. TV creative generated interest in the campaign.

During the implementation of the Playbook campaign, Bud Light reversed three previous years of share loss during football season. Most importantly, the brand met their primary sales goal - outsell the brand's closest competitor that had experienced share gains in previous football seasons. The use of innovative technology and content drove best in class participation for Bud Light’s hard to engage 21-29 year old target. The program impacted consumers previously unengaged by the brand via the all important mobile platform delivering rich football experiences and providing consumers access to over 30 pieces of content from a single activation.--------------------------------------------------------------------------------