BUD LIGHT
FOOTBALL FANTASY
Campaign Elements
Regional Campaign Concepting
Strategic POCM Reccomendations
Regional Campaign Tailored Messaging
Interactive Game Day Wish Platform
To kick off the 2024 football season, Bud Light Texas is going BIG with Texas sized game day wishes fulfilled by local sports legend Emmitt Smith.
Our team brought initial concepts to the regional Bud Light team with the winner being Football Fantasy. Integrating their current celebrity partnership with Emmitt Smith while bringing an authentic football season hype was key to our client team!
Overall this campaign concept and the regional creative team’s executions resulted in 75% retailer sell in - the most of any retail program in BL Brand history - and a rise from #4 to #2 in the Light Beer Category.
Interactive AI Emmitt Smith
Once shoppers began their chat with Emmitt Smith, they were entered into win their own Football Fantasy. We fulfilled wishes from a set of replica Super Bowl rings, to tickets for fans on the 50 yard line with family. There was no wish too large to be considered for this beloved Texas icon!