Campaign details

Brand: Budweiser
Advertiser: Labatt Breweries of Canada
Lead agency: Universal McCann

Effie awards category context

Budweiser had to build relevance among hockey-loving beer-drinkers in a cut-throat, declining market. They also needed to break through massive hockey sponsorship clutter, led by their #1 competitor and hockey's premiere beer sponsor in Canada.

Our response? Don't think like a sponsor, think like a fan!

We created the ultimate fan experience by building Canada's first goal-synced arena: a broadcast integration centred on the activation of thousands of goal-triggered Budweiser Red-Light glasses in-arena.

This highly-effective approach energized fans, drove impact and deepened their connection to Budweiser.

State of the marketplace and brand's business