Placing Bud Light Seltzer In The Spotlight.

The Challenge

As a new product in the ever-growing category of seltzers, Bud Light Seltzer needed a way to stand out from the crowd. With the goal of bringing seltzers to late-night bars, we were challenged to create a campaign that tapped into passionate music lovers.

Our Solution

Our 360 approach included karaoke bar activations, a battle-of-the-bands-style contest, influencers, and an immersive takeover of Fremont Street in Las Vegas during the Life Is Beautiful music festival. Together, these strategic initiatives helped us connect with the passion points of our core audience—music lovers—on both the local and national stage.

Bud Light Seltzer made a splash in Las Vegas with a 15,000-foot canopy LED screen on Fremont Street, stirring excitement among music fans visiting for Life Is Beautiful.

The same day, an emerging artist, voted on by fans in our Bud Light Seltzer Spotlight Sweepstakes, took the stage at the brand’s sponsored stage.

The sweepstakes was promoted at our in-bar karaoke activations, taking place in key markets across the West Coast.

Guests were encouraged to take the mic, sample Bud Light Seltzer, vote for their favorite artist, and enter the sweepstakes on our custom landing page for the chance to see the winning artist perform at the Life Is Beautiful festival.

Refreshing Results

The Bud Light Seltzer Sessions 360 campaign drove awareness, engagement, and consideration from the brand’s target audience. With music as a shared passion point, it didn’t take much for Bud Light Seltzer to find its crowd.