As the country prepared to reopen after many months of COVID-19 shutdowns and a stimulus package was being introduced by the government to provide relief for the American people, Bud Light set out to address something still missing for Americans 21+ - THE FUN.

Enter: The Bud Light Summer Stimmy, a very real, and very hilarious, 108-page formal stimulus proposal introduced by Veep’s Sam Richardson and signed into action by Super Bowl MVP and Bud Light’s “Secretary of Summer”, Rob Gronkowski. The goal? Bring the fun back to summer by rewarding fans with their first round back at bars, live music experiences AND the biggest sports ticket giveaway in the brand’s history.

The ‘Bud Light Summer Stimmy’ centered around getting our audience back to enjoying their passion points of music and sports (and beer!) after a year of nothing but virtual streams and cardboard fans.

The Summer Stimmy, provided up to $10 million in total prizes throughout the summer, including:

-The First Round Back - Bud Light officially kicked off summer over Memorial Day weekend by offering fans their first Bud Light back at the bar.

-Up to 100,000 Sports Tickets for Fans - Bud Light partnered with over six leagues and 70+ teams to get fans back in the game with free sports tickets.

-Live Music Tickets - Bud Light got fans back in front of their favorite performers with live music tickets throughout the summer.

Bud Light was able to lead the way in helping fans across America get back to what makes summer - and life - FUN.

As COVID cases declined in Spring 2021 and the country looked to reopen, the government introduced a new stimulus bill to provide relief to the American people. However, while this bill covered many necessary resources, something obvious was missing: the FUN. So Bud Light decided to do something no beer brand had ever done before: Write its own stimulus bill: the ‘Summer Stimmy’.

The brand partnered with Sam Richardson of HBO's VEEP, to serve as the ‘Appointed Bud Light Summer Stimmy Reader,’ and encourage fans to endorse the Stimmy via the brand’s website. After receiving 50,000+ fan endorsements, Bud Light brought in NFL superstar Rob Gronkowski as the official ‘Bud Light Secretary of Summer’ to approve via Instagram, officially kicking off the best summer ever. The campaign featured integrated media tactics including USA Today ads, out of home billboards and a highly visible placement with Jimmy Kimmel.

The Summer Stimmy, a formal but hilarious written proposal designed to bring fans the best summer ever. Written in a way that captured both the spirit of the brand and the spirit of the moment. 110 pages of legislative proposals on everything from conga lines and hammock safety to mandals, along with $10 million worth of prizes and experiences, including the largest sports ticket giveaway in history executed in partnership with 6 professional leagues and 70 teams.

Mimicking CSPAN, the proposal was announced and read in a bar by comedian Sam Richardson, and after receiving 50,000+ fan endorsements, approved by Rob Gronkowski, the ‘Secretary of Summer.’ The summer-long campaign featured a variety of integrated media tactics: NFL Draft in-broadcast integration; USA Today ads; OOH featuring enormous oversized checks; high-impact units on YouTube, Reddit, and NHL.com; large-scale social media and influencer programs; and even an integration with Jimmy Kimmel.

Before we knew it, conversation had shifted from the government stimulus package to the Bud Light Summer Stimmy. It garnered 875 million earned impressions via 300+ placements and brought in 70,000 new Bud Light loyalty members. The campaign also generated 440,000 social mentions, reaching #4 within Twitter's top ten and ultimately trending 7 times! Most importantly, Bud Light was the first brand to help America get out there and have FUN.