01
Requirement
Create demand for Bud Light in student cities by creating a student incentive programme to get Bud Light stocked in their favourite pubs, bars, restaurants and clubs.
02
Response
We recruited 80 student influencers across 4 universities to represent Bud Light and encourage listings in their favourite venues.
Using an online petition microsite encouraging Bud Light be sold in each specific venue, each ambassador would act as an extension of the Bud Light sales team to approach venue managers and encourage listings.
Those students who were successful were incentivised with free beer, Bud merchandise and FA Cup tickets.
03
Results
2,900
Signatures (190% vs. Target)
29
'Hot Listing Leads' (190% vs Target)
1,500
Merchandise Distribution
