Bud Light building secret city

8th August, 2014 by Neal Baker

Bud Light, the AB InBev beer brand popular in the US, is reportedly building a secret city as part of its latest advertising campaign.

The 'town' even has a mayor, who has been drafted in to promote the Whatever USA campaign

The ‘city’ even has a mayor, who has been drafted in to promote the Whatever USA campaign

The Whatever USA campaign is a social media push that is encouraging consumers to send in clips of themselves auditioning to be one of the 1,000 people invited to a town of the company’s creation for the first weekend in September.

So far, details of the location of the Bud Light town, or even what it will feature, are being kept under wraps in order to stir up interest and cause a buzz among the brand’s target audience of online-savvy millennials.

With a three-pronged approach incorporating TV, social media and the on-trade, Bud Light has already auditioned more than 150,000 people according to brand director David Daniels.

“With more than 150,000 auditions collected, we know the campaign is resonating with beer drinkers everywhere,” said Daniels at a recent press event.

“What’s to come during our #UpForWhatever weekend at Whatever, USA is going to be off the charts,” he said.

The mammoth campaign led Daniels to describe it to Adweek magazine as “content marketing on steroids.”

And according to the company the campaign is reaching 50% of 21- to 27-year-olds each week through social media.

Bud Light is also working with the satirical news site The Onion to produce fake local news from the town, and with BuzzFeed to come up with sharable lists, according to Business Insider.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Beer Development Specialist

Matthew Clark
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more