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Category
Social Post / Real-time Response
Annual ID
OS22_SM022B
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.
Bud Light responded to Heinicke’s plea with a ‘Ready and waiting’ tweet within 30 minutes of media sharing the press conference clip, 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, introducing “BudLighticke” to the world. The brand and Heinicke then put out a series of content across their social media platforms to drive and amplify conversation around the new partnership. The official announcement came via Heinicke’s personal Instagram account featuring a personalized #Budlighticke pack of product and copy that read: “With a name like Heinicke, there’s only one beer that it makes sense to partner with…” This content was shared across brand platforms, letting fans know that Heinickle should be called ‘Taylor #BudLighticke from now on.’ And, thus, a new legend was born.
Washington fans and media alike immediately celebrated their QB’s new nickname and Bud Light’s fast action, earning 1.1 million digital impressions with 99% positive sentiment, driving fan love and loyalty toward the brand—with one fan even sporting a homemade #BudLighticke jersey during the season! 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.
Bud Light responded to Heinicke’s plea with a ‘Ready and waiting’ tweet within 30 minutes of media sharing the press conference clip, 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, introducing “BudLighticke” to the world. The brand and Heinicke then put out a series of content across their social media platforms to drive and amplify conversation around the new partnership. The official announcement came via Heinicke’s personal Instagram account featuring a personalized #Budlighticke pack of product and copy that read: “With a name like Heinicke, there’s only one beer that it makes sense to partner with…” This content was shared across brand platforms, letting fans know that Heinickle should be called ‘Taylor #BudLighticke from now on.’ And, thus, a new legend was born.
Washington fans and media alike immediately celebrated their QB’s new nickname and Bud Light’s fast action, earning 1.1 million digital impressions with 99% positive sentiment, driving fan love and loyalty toward the brand—with one fan even sporting a homemade #BudLighticke jersey during the season! 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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