To drive reach and salience, Budweiser forged a partnership with Canada’s top hockey broadcast, CBC’s Hockey Night in Canada. By collaborating with Canada’s most faithfully watched hockey segment, Coach’s Corner, Budweiser took a traditional sponsorship opportunity and turned it into something so much more! A destination for Red Light content!

A first-ever, Budweiser Red Light-branded score-bug animation within the hockey broadcast alerted fans of new goals while the Red Light itself was integrated into the set, naturally discussed on-air, and even saw Canadian hockey icon Don Cherry wear a Red Light suit!

To further drive engagement, Budweiser and CBC created the first second-screen companion app for fans to participate with content during game time and amplified the campaign across additional paid media on multiple platforms that including television, digital, mobile and social media channels designed to further bolster reach of the program to the Budweiser opportunity consumer.

Budweiser’s Red-Lights sold-out within an hour of debut with over 35,000-lights in homes.

The campaign sparked a social-media-frenzy, with even professional-hockey-players themselves, resulting in over

54-Million-earned-media-impressions.

With a business-objective of driving brand-preference with 19-34 year old men, Budweiser not only grew

weekly-consumption by +17%, but also increased Top-3 preference +21% in February/March vs. previous year and for the first time in history, Budweiser became the favorite brand of young-adults in Canada.

By creating a unique way to connect with fans, Budweiser beat their challenge, surpassed business-goals and cemented its role as the champion of Canada’s most beloved-game.