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



Increase in Bud Light sales within activation markets


Social media impressions


Increase in Whatever USA audition videos

More Case Studies