Agency: FCB Chicago and FCB/RED
Reggie Categories: Innovative Commerce Marketing (Gold); Shopper Marketing or Retailer-Specific Marketing (Gold)
When live sporting events were halted across the country at the onset of the pandemic in the spring of 2020, beer manufacturers had to compensate for the loss of an in-stadium experience — and find new ways to get their products in people’s hands. While consumers were becoming more familiar with e-commerce delivery platforms due to COVID-19, there was still low consumer awareness and hesitation with alcohol delivery, likely due to assumed barriers of entry and questions on legality.
Looking to overcome those hurdles, Anheuser-Busch and agencies FCB Chicago and FCB/RED reinvented the BudLight.com/Delivery tool to help consumers find and purchase Bud Light products from retailers near them.
Bud Light chose a friendly beer vendor as the voice of its new campaign. A video ad took the vendor out of the stadium and showed him walking through a residential neighborhood, bellowing his recognizable “last call” to thirsty sports fans stuck at home — “Just kidding,” he says. “Your house, your rules” — while the tagline featured the BudLight.com/Delivery e-commerce portal.
The ad ran across broadcast TV and livestreaming platforms to coincide with the return of Major League Baseball games. The brand included placements that were targeted to appear at specific game moments, such as the seventh-inning stretch, and featured double-box units that showed the vendor next to in-game action to give sports fans the in-stadium feel.
To maximize second-screen viewing, Bud Light created a range of digital and social executions that ran across YouTube, Facebook, Twitter and Instagram. Those consisted of targeted ads, posts on owned and wholesaler channels, in-stream/in-feed ads, bumper ads, Trueview/skippable ads and organic video. The brand also utilized a strong digital retargeting strategy to personalize ads for fans of major teams around game times. All spots featured the vendor and drove consumers directly to BudLight.com/Delivery.
The program delivered significant gains across the board. Bud Light more than doubled its e-commerce sales for July and August 2020 compared to the previous year, with $5.4 million in both months. Retailer click-outs from Bud Light’s e-commerce website more than doubled to an average click-out rate of 6.5% after launch. Traffic to the BudLight.com/Delivery website increased by a factor of 10 compared to pre-launch averages.