How far will a brand go to attract attention? Bud Light, the Anheuser-Busch-owned beer, took its experiential marketing to new heights – and hues – in September 2014, when it literally painted an entire Colorado town Bud Light blue for an exclusive three-day party.
The event marked the first-year climax of a campaign that kicked off with a Super Bowl spot introducing Bud Light's new "Up For Whatever" pitch to younger consumers. The decision to reposition the venerable brand – introduced as Budweiser Light in 1982 – was a reaction to the aging of its customer base and the shift...