At the Chargers, one of our main objectives is to uncover new ways for our partners’ brands to come to life. In this instance, we collaborated with Bud Light to develop a series that would help elevate the Bud Light brand through creative video. Before developing the series we looked at our objectives which included, but were not limited to, engaging both brands’ audiences, funny content that can stand out and help create a comfortable environment for our players to let their personalities shine. We were able to develop Between 2 Kegs, where Chargers’ legend Shawne Merriman stepped into a curated set just for Bud Light and played 4 of our players in beer pong.
When creating a series like this, how we deploy our resources was extremely important to bringing this to life under budget. We started with set design. We knew we needed something that was cheap, engaging, easily accessible and had a bar type feel. By working with an outside set design company we were able to develop an awesome set that hit all our goals while staying under budget. Next we needed to develop the structure of the interview to ensure we did not take up too much time with players. As we developed different ideas we found that the interviews would take 45 minutes while playing beer pong, so we had to figure out how many cups we would use, what the rules were for questions and how to ensure the game sped up. At the end of the day we ended up with an efficient shoot time average of 21 minutes and 30 seconds. Lastly, this entire show had to be shot in one day and we were able to fly Shawne in and execute the entire project in under 8 hours.
This series was a massive success for us starting with the response from the partner Bud Light, they loved it! Secondly, we were able to drive significant revenue through this project and lastly, accumulated over 2 million impressions and 391,639 views across all platforms.
