Activation Case Study:

Bud Light Transparency in Ingredients

Event Details and location

In collaboration with an experiential production agency, InCast staffed a 7-Week, multi location on-premise bar/restaurant activation completed simultaneously in 8 markets. We hired a total of 48 team members nationwide in 8 cities:

Dallas
Austin
Houston
Philadelphia
Cincinnati
Cleveland
Chicago
San Antonio

Multi-Market On Premise Staffing

Local market brand ambassadors and field marketing managers educated consumers on premise inside bars and restaurants about the four main ingredients in Bud Light beverages. Bi-lingual (English and Spanish) staff were supplied to be inclusive of the desired target audience and support diversity in the local marketplace.

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Activation Results

InCast brand ambassadors and field marketing managers educated consumers at local bars in a personable, interactive setting about the increased quality of production, and transparency of the 4 main ingredients of Bud Light: hops, barley, rice & water. The campaign unfolded in the spring of 2019, after a series of three commercials during the 2019 Super Bowl. The Staff’s Approach:

Friendly, Approachable & non-confrontational
Maintain a two-way conversation, Keep it fun and lighthearted
Approach all guests - male and female beer drinkers alike
Leverage sampling of promotional materials to keep customers engaged

How Customers Were Engaged: Brand ambassadors and field managers approached customers with a trivia game to play to win a free beer from the brand. Activation staff opened up conversation about the product, the ingredients, and provided transparency aligned with brand goal specifications. Provided for Activation: