Bud Light - Philly Philly
Category: Integrated Marketing Communications
When an NFL player on the underdog Philadelphia Eagles offered to buy beer for an entire city if they won the Super Bowl, Bud Light offered to foot the bill for the party. And when the unlikely happened and the Eagles won the Super Bowl (including a big play dubbed “Philly Philly”), Bud Light honored the deal. The brand gave away free beer at the championship parade and throughout Philadelphia, took out a full-page newspaper ad about the bet, created limited edition commemorative packs, turned on digital OOH boards overnight, and even created a permanent statue installed at the Eagles stadium.