Budweiser
Carry What
You Can
Summer is when America comes together. And after a year of lockdowns and Netflix reruns, we’re ready to get together like never before in 2021.
That’s why Budweiser is welcoming us back with open cans and open arms – to get our fill of what we missed most: our Buds.
This Memorial Day Weekend, it's time to stock up. In a big way.
Lift with Your Legs
Budweiser wants to help your crew stock up for Memorial Day Weekend and the unofficial start to summer. When consumers pay $20 for Budweiser, we’re letting them walk out with as many cases as they can carry (well, up to $80 worth).
So re-up that gym membership, get some bicep curls going and get ready to carry what you can this Memorial Day.
#BudHeavy
From planking to the bottle cap, people can’t resist a social challenge. We announced the promotion on Budweiser’s channels with images we shot of people participating in Carry What You Can.
We then asked followers to capture and share themselves carrying as much Bud as possible – while challenging their friends to do the same.
Pumped Up Promo
Maximizing our visibility with travelers was key in order to drive a high volume of sales over Memorial Weekend. We took over tv screens at gas stations nationwide – raising awareness of the CWYC promotion before consumers even set foot inside of c-store.
In addition, we implemented digital cooler screen takeovers inside of c-store as well as OOH and programmatic banners in our key markets.
RESULTS
9MM Total Impressions in 72 Hours
84K Social Mentions
Most Shared IG Post in the past two years for Budweiser (8.9K Shares)
Most Organic Impressions in 2021
+322% Click Through Rate (Facebook)
+375% Click Through Rate (Twitter)
CREDITS
Agency: FCB
Group Creative Director: Tony Mavrelis
Sr. Art Director/On-Site Creative Lead: Robert Navarro
Sr. Copywriter: Peter Kliefoth
Photographer: Myles Beeson