Bud Light Texas x AI Commerce
How can a brand come back from a crisis that saw losses of 25% and ended a 22-year run as America’s favorite light beer?
Beer sales in Texas are so significant for business, Anheuser-Busch hired us as a Texas-exclusive AOR. Our first assignment: win the football occasion in a state where it isn’t a season, but a way of life. Bud Light Football Fantasy earned back fans by building on Bud Light Genie momentum and granting fans a Football Fantasy. Who better than Emmitt Smith, Texas legend and 3-time champion to do it…with a little help. This brand-first leveraged an AI engagement with large language model, driving record linger times that broke benchmarks and set a new standard for contest entries.
Even better, it became the brand’s most sold-in program ever, launching at 75% of all Texas retailers. And the brand saw sales gains for the first time since the crisis, rising to the #2 spot in category.
Triggered off of Texas-specific cans and QR codes, Emmitt Smith was ready to grant wishes.
Texans had fantasies that spanned from VIP Suites that settled old rivalries to replica rings and trophies.
In-market billboard concept tied the campaign to the Bud Light Genie that launched in February.
Spectaculars dominated the retail play, holding true to concept.
Regional customization allowed retailers and distributors to show hometown pride, in a state where it’s most important.
In Houston, where rivalries run deep, we customized the AI tool and conversation.
Retail billboarding dominated the season – and more to come – by trademarking Bud Light as the Official Beer of Texas Gamedays.
Ready-to-load double cases stock up households in the state that has produced more pro football players than any other.
The concept cashed in on social capital with a stunt case of 120 cans—one for every yard on the field.