Cannes Lions
LATINWORKS, Austin / AB INBEV / 2014
Overview
Entries
Credits
Description
Bud Light is the official sponsor, but only being on the field wasn’t enough. We had to win off the field too, in bars.
Execution
10,000 VUVUCHELAS were delivered to bars across the U.S. during the match between Mexico and the U.S. on April 2nd, in Arizona. Promoters, bartenders, and informational posters helped explain to consumers how this innovative drinking glass works. During the initial launch, bars sold out of the VUVUCHELA within hours. Creating a new consumer ritual that turned Bud Light into the ideal way to support your team directly from the bar.
Outcome
Bud Light became the beer widely chosen by fans before, during and after the game.
With $0 invested in media, the vuvuzela was heard around the world (Twitter and Facebook logos)
150,000 more VUVUCHELAS will be distributed during the world cup in bars across the US.
Similar Campaigns
12 items