Cannes Lions

Philly Philly

3PM AGENCY, New York / ABINBEV / 2018

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Case Film

Overview

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Credits

Overview

Description

Injecting Bud Light into NFL fandom in a big way was our motivation, and we knew engaging the Eagles community would generate buzz. Responding to Lane Johnson to let him know that “the party was on us” if the underdog Eagles won, allowed the brand to capture the attention of Eagles’ fans, media and Bud Light drinkers nationwide.

Odds were on our side, and the likelihood we’d have to provide beer to all of Philadelphia was low. But fate stepped in, and our idea turned into something bigger. The Eagles started winning and enthusiastic fans adopted “Philly Philly” as a rallying cry based on our viral medieval “Dilly Dilly” campaign — so we started planning. After backup quarterback Nick Foles drove the Eagles to Super Bowl victory for the first time ever, we created a celebration that would take over from street to sky, delivering on our promise.

Execution

Stemming from a strategic tweet, Bud Light leveraged a cultural moment to pull off one of the biggest stunts on or off the field this season. Amplified by our creative, we coined a rallying cry, dominated conversation and legally delivered beer to an entire city.

In the final weeks, we safely and flawlessly executed “Philly Philly” Day:

-Placed full-page ad in the Philadelphia Inquirer, congratulating the Eagles

-Created “Philly Philly” Day with Mayor’s Office

-Delivered enough beer to serve Philadelphia (30 bars on parade route + mail-in rebate)

-Designed a process to legally and safely distribute free beer to fans

-Engaged Lane Johnson for parade-day support

-Sponsored Eagles’ Victory Parade with mascots Bud Knight and Dilly Dilly Guy in tow

-Sent Town Crier to proclaim victory at local taverns

-Wrote “Dilly Dilly Philly Philly” in the sky to encourage social media sharing

Outcome

Our engagement with fans for 27 weeks paved the way to unprecedented success in Philadelphia and next-level engagement throughout the NFL season. We reaffirmed Bud Light’s place as the Official Beer of the NFL during a tumultuous season.

In addition we:

-Increased sales by 20% in Philadelphia

-Boosted sales by 47% with Penn Beer, reinvigorating our partnership with this key wholesaler

-Secured 869MM earned media impressions through 3,727 stories

-Top-tier coverage on the Today Show as well as USA Today, ESPN, Esquire, Washington Post, Food + Wine, Daily Mail

-Legally distributed nearly 100,000 free Bud Lights

-Generated 34,654 Tweets @Bud Light on Philly Philly Parade Day

-Increased consideration in Philadelphia market by 31.1%

-Increased share of voice versus competitors by 14% from 2/5 - 2/9

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