College Team Cans Sweepstakes

Bud Light

Product PackagingWine & SpiritsNorth AmericaUnited States2023

Campaign Objective

To re-energize Bud Light’s core fan base post-controversy by using QR-linked giveaways that drive engagement and goodwill during football season.

Campaign Story

Ahead of the 2023 college football kickoff, Bud Light put QR codes on special team-branded cans. Fans 21+ who scanned the can’s code could enter a sweepstakes to win a private jet flyover to a game of their choice, plus team merchandise. The campaign – part of Bud Light’s broader “Easy to Celebrate” college football push – brought tailgate vibes directly to consumers, turning every beer run into a chance for an epic fan experience.

Execution

Bud Light expanded its roster of NCAA team-themed cans and announced prizes on social media and POS displays

Consumers bought the cans and scanned the printed QR code via smartphone

The QR linked to Bud Light’s contest microsite where users entered their details and agreed to age-gate verification

Weekly prize draws awarded items like jerseys or NFL Sunday Ticket subscriptions, with a grand prize private jet trip at season’s end

Bud Light promoted winners on its Twitter, reinforcing participation.

Campaign Success

Not publicly reported in detail. Bud Light’s parent noted a boost in engagement metrics for QR-enabled campaigns. The brand successfully garnered positive press for giving back to fans amidst a challenging year for its image.