The Budweiser Red Light Program

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Title

The Budweiser Red Light Program

Advertiser:

Budweiser

Year:

2011-2016

Source:

Cassies Award

Product Category:

Alcohol

OOH Format:

Billboards, cinema, resto-bars

Country:

Canada

Objective:

Rethink hockey strategy to own the goal, hold share and volume.

Target Group:

Hockey fans and Canadians who love the hockey culture

Strategy and Media Used:

Budweiser decided to elevate the greatest moment in hockey and make the game even better for fans with the “Red Light” physical game, synced hockey goal.

Results:

By 2016, Budweiser was #1 with 1.6 share points ahead of other brands. During the campaign they generated $10-plus million in sales from Red Light devices. The association of Budweiser with hockey increased from 37.1% in 2012 to 43.2$ by mid-2017