ASK: Bud Light wanted to reach consumers directly in college tailgates as a way to promote and sample their hero product (canned Bud Light). The brand objectives were to activate and partner with influencers from specific schools in areas where Bud Light was the prominent choice, while fostering brand love. X7 Marketing was tasked to find influencers who are alumni that still live in the same town as their Alma Mater as a way to promote Bud Light within these communities – targeted around football tailgates.

STRATEGY: Executed a 360 campaign that included handling the location and influencer research to meet the brands geotargeting needs. 2 activations per school were crafted in 5 different states focused around their college football schedule. We provided branded gifts and POS for a completely decked out Bud Light activation at their tailgate and happy hour. These activations
generated brand awareness, social media buzz, and mass consumer product sampling.