Bud Light #UpForWhatever College Market Program

With a goal of establishing brand preference among 21- to 24-year-olds, Anheuser-Busch tasked YMC with bringing Bud Light and the #UpForWhatever campaign to local college markets nationwide.

YMC developed and executed a brand ambassador program in 11 key markets. Brand ambassadors worked closely with in-market Anheuser-Busch teams to promote Bud Light as the “perfect beer for whatever happens.”

Integration of the brand into existing college traditions

Invite-only parties and bars for Bud Light enthusiasts

Ongoing promotion on all social media channels

Results

283%

Increase in Bud Light sales within activation markets

651K

Social media impressions

2.5X

Increase in Whatever USA audition videos

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