When Anheiser Busch bought Rolling Rock everyone thought they’d be swallowed up by a giant beer bureaucracy. We proved them right. We put a marketing manager on TV apologizing for ads he’d made to sell Rolling Rock. No one had seen these “bad ads” but you could tell they were terrible. Beer drinkers saw this on TV and ran to the Internet to find them. Our first bad ad, Beer Ape, got the 2nd highest number of YouTube hits in a single day. Our second, Man Thong, increased rollingrock.com hits by 2500%. And our third ad, Foul Ball, was viewed 18 million times. With this new strategy Rolling Rock earned a new, younger audience and became one of the most talked about things on YouTube.