The Budweiser Red Light is a completely new innovation, developed specifically for Budweiser and leveraging a technology that’s never been used before in a consumer product.

The research and development employed invested in a range of hardware and software solutions in the Internet of Things landscape. This included the development of a range of sensors and onboard electronics. The integration of cutting-edge wireless technology was paramount in the success of the Red Lights. Budweiser’s creative product agency explored multiple connected technologies, from Wi-Fi to Bluetooth and everything in between. Great consideration was taken to uncover the most appropriate connectivity solution with various server- and cloud-based technologies trialled to reduce latency in the light alerts.

Server advancements and the development of a revolutionary Wi-Fi chip that would support Imp – a start-up that makes SD chips that have Wi-Fi and an embedded processor – were integral to the success of the alert technology in the Red Light.

Finally, the rigorous software testing and advancements allowed the product agency to reduce the latency of alerts to less than one second for the majority of lights down from the target latency of 5-6 seconds.

The final software implemented meant that thousands of lights across Canada installed with strong Wi-Fi connections would receive their city’s goal alerts within one second of the goal score in the arena.

Weighing in at 1.1kg, the Budweiser Red Lights are made from aluminium and plastic, featuring a great old-school goal light look and feel. The lights were also created with the flexibility of a removable base enabling fans to mount their light to a wall or on roof in their home.

A Budweiser Red Light mobile App was also developed (for iOS and Android devices) to ensure users could activate their lights through an easy, at-home installation process.

The campaign launched in February and results have been incredible.

BUDWEISER.CA

Average monthly unique visitors increased from 13.2K to 451K.

TWITTER

Average monthly "Budweiser" mentions increased from 795 to 10.9K.

FACEBOOK

In February, the Budweiser fan base increased by 14.8K and engagement increased by 373%.

TOTAL EARNED IMPRESSIONS

Over 30 million earned impressions have already been generated – including accolades from professional hockey players, commentators and fans.

The light also garnered high praise from Apple co-founder Guy Kawasaki, who tweeted that the light was “the best marketing idea ever.” Wired and Contagious magazine also ran features, praising the idea and innovation.

SALES OF LIGHTS

The first release sold out within hours of the Super Bowl launch. A pre-order was opened for May delivery and sold out again within 3 weeks. Lights are now available for a second pre-order. Fans can’t wait to get their hands on these lights!

Due to the overall success of the program, product levels have been scaled well above the initial brief with no negative impact on the performance. More specifically, Budweiser is in the production process for quantities of lights in excess of 15 times the initial order. Hockey will never be the same.