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Category
Social Post / Real-time Response
Annual ID
OS_SM20_053M
About the Work
When a fake civilian “raid” on Area 51 took the Internet by storm, Bud Light generated 130k+ social mentions, 617 news stories, and $1MM+ in Alien Beer and merch sales. All while spending less than $50k in media and production. Our thinking? Bud Light is the beer for everyone, so we had the right to create the beer for every being. We tweeted that any alien who escaped Area 51 would receive free beer. Engagement was so high that we designed a special can for our extraterrestrial friends an hour later. With the raid just four weeks away, we were able to get the custom cans into retailers across the southwest, as well as launch a full mech line on our digital shop. To make good on our promise of free beer for aliens, we placed a fully stocked fridge on the Las Vegas strip that only aliens could open. The Internet’s most famous alien, Lil Mayo, heard about the fridge and took us up on our offer. And to top it all off, we changed the conversation from “raid” to “rave” by throwing a galactic-sized party on the Vegas strip, creating a peaceful alternative to storming the classified area.
2020 Awards
Total Points: 2
Merit
Credits
Internal / In-House Agency
draftLine / New York
Art Director
Gt Smith
Creative Director
Keslie Watts
Deniz Yegen
Social Media Manager
Nicholas Sylvia
Strategist
Anthony Perrin
Writer
Pete Pirone
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