Cannes Lions

BUDLIGHT

TRIBAL DDB, New York / AB INBEV / 2001

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Overview

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Overview

Description

With budweiser.com being more of the brand voice for A-B, budlight.com needed to have more appeal to the core budlight target (fun,young,social male, 21-27) and have more of its own identity. We give consumers a reason to become repeat visitors by making budlight.com a promotion-based site that changes out and essentially re-invents itself with 5 promotions throughtout 2001. This cutting edge site pushes the envelope for Anheuser-Busch and takes us where the Bud Light Brand needs to be online. The site is fully designed in flash and is a customize-able experience for our consumers via our "flavorizor" (users can change the background color, incorporate a music track, or give the background motion). It's visually interactive in nature with out scrolling navigation bar too. When they reach our "Age ID page" they'll get a hint of what the current promotion is. Once in the site, you can check out the latest in Bud Light TV and radio commercials; get to know our celebrity friends a little better; and enter the ongoing sweepstakes. To bring out consumers closer to our celebrities, we'll be offering Online Chats with Bud Light celebrities like Tim McGraw, Cedric the Entertainer, and Wayne Gretzky. Since the launch of the redesigned budlight.com, page views have tripled monthly.

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