In the time-honored tradition of sports enthusiasts and the league commissioners who they love to hate, Bud Light is making sure that a virtual event won’t keep dedicated fans from one of the most important parts of every NFL draft: booing the commissioner.
The beer brand is asking fans to record their boos and tag Bud Light on social media to make sure that NFL Commissioner Roger Goodell receives them. For each boo submitted by the end of the draft on Saturday, Bud Light’s donating $1 (up to $500,000) to the NFL’s “Draft-A-Thon,” a fundraising effort by the NFL to benefit organizations on the front-lines of the fight against the coronavirus.
Today, the brand released a 30-second spot featuring Goodell himself at home with his dog, encouraging fans to hurl negativity in his direction for charity.
The stunt falls squarely into the marketing strategy of Anheuser-Busch’s U.S. CMO Marcel Marcondes, who describes the “winning formula” as a combination of serving relevance to consumers by allowing …