Advertiser: Labatt Breweries of Canada
The Budweiser Light Up the Nation campaign consisted of an incredible blend of innovation, promotion, and sales-driving tactics that the beer category had never seen before. This campaign allowed Budweiser to turn our physical product into media while using a blended approach that tied the brand directly to one of the most powerful sports moments in Canada, the hockey goal (matching message to medium). Within three weeks, Budweiser had over 500,000 goal-synced glasses (entertainment/technology) in the hands of hockey fans, driving massive brand association to the sport while generating a promotion that truly elevated the game-watching experience for fans (building brand equity).
In Canada, hockey is life. It is also critical to winning the very competitive beer category, as it represents the largest beer-drinking occasion in the country. Molson Canadian, Budweiser's largest competitor, holds the official NHL sponsorship, putting their brand at centre ice of every game. Through this sponsorship, Molson Canadian has forged a connection with the same hockey fans Budweiser needed to target.