The number 2 has special meaning in NYC because of one man – Derek Jeter. This year, the New York Yankees announced they would be retiring his number forever. No player would wear it again. We felt the city that called Jeter their captain for 20 years should follow suit. There was only one solution: retire the #2 across New York City.

Jeter was as beloved in the high rises of Manhattan as he was on the streets of Queens. We captured fans from all walks of life, in sites both everyday and iconic, removing 2s and replacing them with Jeter’s iconic pinstripe 2, exactly as it appeared on his uniform. The message was clear; if Jeter’s number is being retired by the Yankees, it deserves to be retired everywhere.

Retiring the number 2 across one of the largest cities in the world? No small feat. Filming the whole process and editing it into an emotional tribute video that honors one of the best athletes to ever play baseball? Even harder. But we pulled it off and strategically released our film on Facebook, Twitter and YouTube right as Jeter’s jersey retirement ceremony was dominating conversation on social media.

We targeted passionate Yankees’ fans first, knowing they would be looking for the right way to say goodbye to their hero. It took off from there - even the Yankees’ biggest rivals weren’t immune to the emotional impact. But we didn’t stop with our longform tribute — there was also a showing of our film in Yankees Stadium, a :30s TVC, a social response plan, and a digital billboard in the heart of Manhattan — Times Square.

“This Bud’s For 2” became a viral sensation, earning more than 27 million worldwide views and more than 56 million impressions, including a completion rate of 46 percent for the long-form story. Almost half of the people who saw it watched all 1 minute and 55 seconds of the film, almost unheard of in digital marketing.

The video didn’t just resonate with Yankee’s fans, but also their rivals, leading to the tribute garnering thousands of shares and a 47 percent earned rate, which is 3x the industry average. Reaction to the video was overwhelmingly positive, with a 99 percent positive sentiment by viewers.

As one of America’s most revered athletes, Derek Jeter entertained baseball fans for twenty amazing seasons. The former New York Yankee is a five-time world champion whose retirement from the game marked the end of an era. When the Yankees announced they were retiring Jeter’s iconic number 2 jersey, Budweiser wanted to celebrate the occasion in a way that touched people everywhere. The resulting work demonstrated the incredible bond Jeter had with NYC and its fans. Subtly integrating Budweiser into the conversation with a powerful story that was emotional and relatable to viewers, whether they were Yankees fans or not.

The idea was simple; celebrate the retirement of Derek Jeter’s iconic number 2 jersey by demonstrating what that number means to his hometown fans. Knowing Jeter was never a direct sponsor of Budweiser, we kept the spotlight on Jeter and his number 2 jersey throughout, working the brand into the story with subtle references within some of the scenes. It is a story about fandom that shows how Budweiser is proud to be among the many who have been touched by Jeter over the years. Derek Jeter always represented the best of what New York City is all about. And while he can never be replaced, the video is a reminder of how his iconic number 2 jersey will always be a part of NYC.

When the NY Yankees announced they would be retiring Derek Jeter’s number 2 jersey last year, Budweiser asked us to honor the legend in a way that would captivate a broad market of viewers. No small challenge considering that other big brands had already created award-winning tributes to the legend when his playing days officially ended in 2014. As the official beer of Major League Baseball, Budweiser wanted to create a video that captured the spirit of the moment in a way that was authentic to both Jeter and its brand. All despite the fact that they had no direct sponsorship to him as a player during his career. Focusing on the iconic number 2 Yankees jersey that was about to be retired, we set out to show the lasting impression the number – and the man behind it – made on the people of NYC.