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Special Project

Special Project
From the 15th Annual Shorty Awards


Entered in Real Time Response, Twitter


Sometimes you just have to bribe certain people if you want to get things done. That was our conclusion after strategizing about how we could make Busch Light the most talked about beer brand on social media on April 7, National Beer Day.

So, we planned an all-out, all-day blitz and got ready to give away a sh*t-ton of beer money.

The brief was to Make Busch Light the most talked-about beer brand on National Beer Day.

Strategy and Execution

All members of the loyal and passionate Busch Army social media fanbase had to do was give us a good reason why they deserved some celebratory beer. Throughout the day, we zapped $10,000 worth of beer money via CashApp to those who provided our favorite responses. We ramped up the urgency by varying the amounts each hour of the day and planning a number of "power hours" where we gave away 60 cases in 60 minutes.

It, uh, worked. We basically took over Twitter that day. People told us they deserved Busch for various reasons ranging from hardship (“Because @BuschBeer. And inflation and children and rent. You know”) to good works (“I washed spaghetti out of my rug today”) and straight talk (“So I can drink some Busch Light in my basement while I watch my foundation crack grow”) The last one was accompanied by a photo of the damage.


Not only did we make Busch Light the most talked-about beer brand on National Beer Day—it was the most talked-about topic on Twitter period.

Busch Light earned more than 40,000 social mentions, made 1.7 million organic impressions, and gained nearly 3,000 new followers. The brand was trending at #1 for much of the day, out-competing conversation around the Opening Day of Major League Baseball and The Masters AND the confirmation of a Supreme Court Justice.

#PassMeABusch also gained the brand thousands of new followers. It was one of the biggest days of growth Anheuser-Busch has ever seen on Twitter. That's how you celebrate National Beer Day.


Video for #PassMeABusch

Entrant Company / Organization Name

Cornett, Busch

Entry Credits