Bud Light is going online to engage consumers in the run up to football’s biggest game of the year, inviting fans of the brand’s Facebook® Page to guess the storylines to each of its three Super Bowl ads. If the Bud Light community is able to “Unlock the Spot,” Bud Light will serve up a fourth, Internet-only ad exclusively to its fans.
Bud Light has begun posting images from each of its Super Bowl commercials on the “Unlock the Spot” tab of www.Facebook.com/BudLight, with two additional images from each ad to follow over the next several days. The ads represent new chapters in Bud Light’s successful “Here We Go” campaign, but no further information about the commercials will be made available. If its community can work together to correctly identify the storyline of each ad by Saturday, Feb. 5, Bud Light will unlock a special, Internet-only 90-second commercial ahead of its scheduled release after the broadcast of Super Bowl XLV on Sunday, Feb. 6.
“Every year there is anticipation, excitement and discussion about Super Bowl ads,” said Gregg Billmeyer, vice president, Premium Lights, Anheuser-Busch. “We wanted to give our fans their own piece of that – something that will encourage discussion among them, attract new fans and reward them all by giving them content they’d be the first to see.”
Bud Light’s digital programming for the big game also extends to the brand’s experiential event in Dallas, the Bud Light Hotel. At Bud Light Hotel, Bud Light will become the first brand to build an official Radio Frequency Identification (RFID) application on Facebook Platform for guests to share their experience with friends.
The unique service allows people to use a Facebook application to sync their Facebook account with an RFID-enabled token. By scanning the token at an RFID reader, users can automatically publish their activities at a particular event to their profile page without using a computer or mobile device.
At the Bud Light Hotel, guests will be provided RFID-enabled wristbands, which they can sync with their account at Bud Light kiosks fitted with readers. At kiosks throughout the event space, guests will be able to take and publish pictures directly to their News Feed with one swipe of the RFID bracelet. If a group of friends takes a picture at a kiosk, they can each swipe their RFID wristband and publish the pictures to their individual Facebook profiles as well.
The 193-room Bud Light Hotel is a temporary re-branding of a hotel in the heart of downtown Dallas. After debuting during last year’s big game in Miami, the Bud Light Hotel has quickly become one of the hottest destinations during pro football’s biggest weekend. This year, the Bud Light Hotel features a Texas-sized tent (132’ x 230’), which will transform the hotel’s parking lot into a premier concert venue capable of hosting 3,500-plus guests (21 years of age or older). With a star-studded lineup of concerts and exclusive events – including the legendary Playboy party and performances by Nelly, Ke$ha and Pitbull – the Bud Light Hotel will be the place to party in Dallas. For more details, visit www.BudLightHotel.com.
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