Background:

Bud Light exists to inspire epic, spontaneous fun with friends: to keep its drinkers ‘up for whatever’.

In one simple execution, the Bud Light Button offers consumers a seamless beer delivery service – to fuel their fun – and an ongoing platform for the brand to rewards those consumers with unexpected brand experiences.

The app itself is a world first. It stores their payment details and tracks their location – so there isn’t a series of prompts or steps. To order up to 100 cases of Bud Light, all people have to do is open the app and hold down the button. The beer will be delivered (on average) in under 35 minutes.

As well as Bud Light, the brand will also spontaneously drop off unexpected products, parties, and even DJs too. Making each interaction not only a direct transaction for product, but an opportunity to connect with engaged consumers.

Bud for Buds: the world’s first branded Web app to allow friends to gift friends beer.

The experience was launched from promoted Facebook posts, including those targeted at friends of friends having birthdays. Leveraging Facebook’s authentic identity data, we were able to age-gate and give people a simple way to buy and gift a friend a Budweiser. The sender had three ways to deliver the beer: via a Facebook message, email or a text. The receiver could then pick up their cold Budweiser at a local bar by simply showing the generated code from their mobile phone to the bartender.

In just three months (and in just one city) the Bud Light Button generated impressive numbers for its launch. It was such a success that it’s being considered for national roll out in 2015.

Key results:

• 10x the average mobile e-commerce purchase conversion rate

• 45% repeat orders

• 10x the average engagement rate for Facebook Mobile Local Media

• 3x the average click-through rate for Facebook Mobile Local Media

• Over 40 million earned media impressions

• 3.8 Rating in the Google Play store