How do you turn a beer with a passionate cult following into a mainstream mover? That’s what we were wrestling with as we contemplated ways to make Busch LIght the most talked-about brand in the Beer and Beyond Beer category on social media.
The brief was simple: Create a big social moment for Busch Light as the brand was launching its special edition fishing cans—and help make Busch one of the most talked-about beer brands on the market.
So we got ourselves a bass boat, devised a social activation called “Boatload of Busch,” and the rest... was a whale of a tale.
We packed our vessel to the gills with Busch Light and invited the Busch Army to guess how many cans were inside. The stakes? A boatload of beer money.
We built out two weeks’ worth of social media posts and gamed them with different angles and fun clues to give people an incentive to engage repeatedly and provide more guesses. It blew up.
We need a bigger boat because we got a whole lot of bites! A typical social activation goal for the brand is roughly 30,000 social mentions. This program generated 145,000 mentions for Busch Light and more than 4 million impressions. As far as the brand's average engagement rate went, our Boatload of Busch blew previous brand records right out of the water. The two-week May activation had more engagement than the brand’s entire month of March.