Anheuser-Bush rocked last year's
Super Bowl with Bud Light's "Perfect Beer for Whatever Happens"
campaign launch. The campaign included the creation of "Whatever USA"
in Crested Butte, Colorado. Now, Bud Light is creating a "House of
Whatever" to hold parties, concerts and activities. It will also be a
social media hub where preplanned and live social media posts will be
sent. The campaign strategy focuses on
giving the beer brand a local presence during Super Bowl weekend. To amplify
that reach, social media centers will also be in St. Louis, New York and Palo
Alto, California, during the game.
Before the explosion of social media, a campaign such
as this would never have been launched. Social media extends the life of a
campaign though social interactions within the target market. Campaigns such as
these also show that "free" isn't so free when it comes to social
media. Yes it is free to post content, but that content can be very expensive
to produce and promote. ROI however has the ability to justify the
investment.
