Shopper Innovation Awards: Budweiser lights up (again)

The beer brand brought its Red Light campaign to pints and pitchers.
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This story appears in the April/May 2016 issue of strategy.

Gold: Tech Breakthrough

“Red Light Pitchers and Pints” was an extension of the Budweiser “Red Light” campaign, which has been in market for the past four years and has included goal lights for people’s homes and even a giant flying Zeppelin. In this next phase, Budweiser’s goal was to drive brand engagement inside bars and restaurants.

The brand created pitchers and pint glasses that could be connected via Wi-Fi, allowing hockey fans at bars to select their favourite team. When their team scored a goal, the pitchers and pints would activate and begin flashing, bringing the frenzied stadium experience to the sports bar.

The “Red Light Pitchers and Pints” were supported with an integrated campaign that included television, digital, social media and point-of-sale, all targeting consumers between the legal drinking age and 49.

In April 2015, consumers were invited to text to instantly win an original Budweiser Red Light with the purchase of a Budweiser Red Light pitcher at 600 participating locations.

Budweiser’s Red Light pitchers and pints are back for the new season in sports bars and the brand has also signed an exclusive national deal with Boston Pizza.

Advertiser | Labatt Breweries of Canada – Budweiser
Brand Director | Andrew Oosterhuis
Sr. Brand Manager | Candy Lee
Senior national brand activation managers | Kirsten Beattie, Matt Jones
Shopper Marketing Agency | Hunter Straker
Senior CD | Milan Sukanda
Senior AD | Steve Gauder
Senior account director | Julie Dunning
Account supervisor | Anne Marie Villani
Product development | Buzz Products
Ad Agency | Anomaly
Executive Creative Director | Pete Breton, Dave Douglass
Art Director | Eric Neal
Copywriter | Jesse Hornstein
Executive Business Director | Candace Borland, Dion Aralihalli
Account Supervisor | Allison Cornford
Account Executive | Vanessa Cote
Head of Agency Production | Leanne McLellan