Bud Light Leverages New NFL Season Via Cleveland Pop-Up ‘BL & Browns Appliance Superstore’

Last year saw the official NFL beer Bud Light team up with the Cleveland Browns to generate plenty of positive publicity when the brand finally unlocked its ‘Bud Light Victory Fridges’ across the region to enable fans to celebrate the win they’d been waiting 635 days for.

A week ahead of the new 2019/20 season, Bud Light again buddies up with the Browns to make more Browns fan wishes come true with the opening of ‘BL & Browns Appliance Superstore’.

This downtown Cleveland shop is fitted-out with team-themed appliance which are offered for sale to the city’s football fans.

The BL & Brown’s Appliance Super Store (located at 1870 W 25th Street) will only be opened for two days – 3^rd and 4^th of September (between 1pm-9pm) – wheh suppiorters will be able to shop for their very own personal Victory Fridge and also snag a redemption code to stock up the fridge with Bud Light.

To promote the new shop, the beer brand teamed up with Browns fan and WWE Superstar ‘The Miz’ (who last season had his own fridge and shared a live video of his excitement when his fridge unlocked) for an infomercial style social video promoting the pop-up.

The spot, as well as running across Bud Light’s social media platforms, also airs on local Cleveland TV from 30 August.

The campaign was created for Bud Light by a team from agency W+K New York which included Executive Creative Director Karl Lieberman, Creative Directors Brandon Henderson and John Parker, Copywriter Chase Zreet, Art Director Nik Reed, Head of Content Production Nick Setounski, Executive Producer Temma Shoaf, Producer Molly McLafferty and Social Strategist Connor Corr.

The agency account team included Brandon Pracht, Carina Polini, Kelly Mallory, Keri Catanzano and Joshua Christie.

The production company was O Positive and the production team included Director Spencer Riviera, Executive Producer Ralph Laucella, Executive Producer Marc Grill,

Head of Production Devon Clark, Producer Devon Clark and Director of Photography John Zilles.

Editorial was handled by JOINT NY with Editor Giovanni Autran, Post Producer Kari Ickert, Post Executive Producer Renee Haar, while the GFX Artists were Dustin Bailey, Elise Dyck and Andrea Havis, plus Editorial Assistant Brian Gladstone.

The VFX company was The Mill NY, with Bidding Producer Clairellen Wallin, Production Coordinator Mimi Milligan, VFX Lead Blake Druery, Flame/VFX Artists Justin Kell and Alexis Jo.

Telecine was also by The Mill NY, mix by Duotone Audio, the photographer was Kristin Gladney, with Production Artist Ricardo Robinson, Retoucher Chris McClelland, Print Producer Leigh Ann Dykes and Art Buyer Pietro Clemente.

Comment:

Ever since Molson launched its ‘Oh Canada’ beer fridge initiative back in 2014 (see case study) we’ve loved a branded, tech-up fridge activation – especially if it comes fully stocked.

This initiative follows on from August 2018’s ‘Victory Fridge’ Browns initiative (see case study)

and how times change. After all, this time last year, all Browns fans wanted was a win. Any win. One single win. Now the team has re-tooled after years in the doldrums and fans are expecting their side to compete at the top level this season.

Links:

Bud Light

https://www.budlight.com/

https://twitter.com/budlight

https://www.youtube.com/user/officialbudlight

https://www.instagram.com/budlight/

https://www.facebook.com/BudLight

W+K New York

https://www.wk.com/about/office/new-york/

Cleveland Browns

https://www.clevelandbrowns.com/

https://twitter.com/Browns