This is the story of an iconic beer brand winning the hearts and minds of Canadian hockey fans in a way that’s never been done before – not just in the beer category, but in any category.

Budweiser wanted to provide a meaningful connection for fans to their favourite pastime and their brand, and aspired to launch a campaign that would elevate the greatest moment in hockey: the goal.

To do this, Budweiser acted as a passionate super fan and used its resources to bring the most iconic hockey symbol for goal scoring to life in Canadian households.

An idea this big needed to be announced on the biggest stage: the Super Bowl. Budweiser set out to elevate the greatest moment in hockey through innovative story telling across all channels.

In the week leading up to launch, the story of the red light was leaked through select PR placements (including national newspapers) as well as through 15-second teaser films that were shown online and on “Hockey Night in Canada” - Canada’s most viewed hockey program.

On February 3rd, Budweiser launched with an anthemic 60-second spot during the Super Bowl. The spot directed people to Budweiser.ca, which was turned into a fully functional e-commerce site where they could learn more about the light and purchase one.

After launch, we supported the campaign with additional extensions including print ads, interactive OOH boards, social media content, and additional pieces of film that air weekly on CBC’s “Hockey Night In Canada”.

BUDWEISER.CA

Average monthly unique visitors increased from 13,200 to 451,000.

FACEBOOK

In February, the Budweiser fan base increased by 14,800 and engagement increased by 373%.

TOTAL EARNED IMPRESSIONS

Over 30m earned impressions have been generated, including accolades from professional hockey players and fans.

The light also garnered high praise from Apple co-founder Guy Kawasaki, who tweeted, 'the best marketing idea ever'. Wired and Contagious magazine also ran features praising the innovation.

SALES OF LIGHTS

The first release sold out within hours of the Super Bowl launch. A second release was opened for May delivery and sold out within 3 weeks.