Bud Light: #UpForWhatever College Market Program

Wanting to establish brand preference among 21-24 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

More Case Studies