The One Show
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Category
Brand Partnerships
Annual ID
OS22_IG014B
About the Work
During the 2021 season Taylor Heinicke became an American football sensation. Everyone on social media was talking about his meteoric rise and his unique name—a wide-open opportunity for one beer brand to secure an endorsement deal. But after getting radio silence from ‘that other beer brand,’ Bud Light—the official beer sponsor of the NFL and a brand to never shy away from some fun—was quick to hijack the moment.
Working with the NFL and the Washington Football Team, Bud Light responded to Heinicke’s press conference plea with a ‘Ready and waiting’ tweet, resulting in over 4,000 likes and 500 retweets in a matter of minutes. Then, just 48 hours later, Bud Light officially signed Heinicke to its NFL Roster. The brand and Heinicke put out a series of fun content across their social platforms to drive and amplify conversation. The official announcement came via Heinicke’s personal Instagram featuring a personalized #BudLighticke pack, which put a new spin on the brand’s limited-edition “For the Fans” packs (designed for league teams and signed players ahead of the 2021 season). This content was shared across all brand platforms, letting fans know that Heinicke should be called ‘Taylor #BudLighticke from now on.’ And, thus, a legend was born.
Washington fans and media alike immediately celebrated their QB’s new nickname and Bud Light’s fast action, earning 159 million media impressions and 1.1 million digital impressions in just a matter of days (with 99% overall positive sentiment), demonstrating fans’ love and loyalty for the brand—with one fan even sporting a homemade #BudLighticke jersey at a game that week! Overall, Bud Light’s quick action further cemented itself as the brand that’s there whenever and wherever there are fans, sports, and good times to be had.
Working with the NFL and the Washington Football Team, Bud Light responded to Heinicke’s press conference plea with a ‘Ready and waiting’ tweet, resulting in over 4,000 likes and 500 retweets in a matter of minutes. Then, just 48 hours later, Bud Light officially signed Heinicke to its NFL Roster. The brand and Heinicke put out a series of fun content across their social platforms to drive and amplify conversation. The official announcement came via Heinicke’s personal Instagram featuring a personalized #BudLighticke pack, which put a new spin on the brand’s limited-edition “For the Fans” packs (designed for league teams and signed players ahead of the 2021 season). This content was shared across all brand platforms, letting fans know that Heinicke should be called ‘Taylor #BudLighticke from now on.’ And, thus, a legend was born.
Washington fans and media alike immediately celebrated their QB’s new nickname and Bud Light’s fast action, earning 159 million media impressions and 1.1 million digital impressions in just a matter of days (with 99% overall positive sentiment), demonstrating fans’ love and loyalty for the brand—with one fan even sporting a homemade #BudLighticke jersey at a game that week! Overall, Bud Light’s quick action further cemented itself as the brand that’s there whenever and wherever there are fans, sports, and good times to be had.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
3PM/Weber Shandwick / New York
Internal / In-House Agency
draftLine / New York
Client / Brand
AB InBev / Bud Light
Copywriter
Ed Stockwell
Zach Payne
Chief Creative Officer
Ciro Sarmiento
Creative Director
Keslie Watts
Designer
Abby Todd
Group Creative Director
Chuck Pagano
Associate Creative Director
Dan Camano
Sergio Monroy
Project Manager
Masha Krougliak
Senior Art Director
Kristen Price
Senior Copywriter
Ameth Barrera
Ben Kraft
Associate
Katie Mulcahy
Associate Brand Manager, Sports Marketing
Emily Velez
Associate, Integrated Media
Jake Spitz
Digital Director, Bud Light
Matt Sparling
Director, Marketing Communications
Michael Goon
Director, Sports Marketing
Joe Barnes
Executive Vice President, Agency Lead
Brian Williams
Junior Associate
Paige Krikorian
Senior Comms Director
Lacey Clifford
Senior Digital Director, Bud Light
Corey Brown
Senior Director, Bud Light
Marcela Garcia
Senior Strategist
Daniel Foci
Senior Vice President
Jessica Brigandi
US Chief Marketing Officer
Benoit Garbe
Vice President
Jen Zink
VP Marketing, Bud Light
Andy Goeler
VP, Integrated Media
Sherman Fabes
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