Budweiser aimed to connect with Canadian hockey fans by changing the way they celebrate goals at home through a red light.
The Super Bowl might have attracted a massive audience in Canada this year but hockey still trumps football when it comes to Canadians' hearts. Since Budweiser is no longer an official NHL sponsor after losing a legal battle, the Budweiser Red Lights campaign was the brand's way of showing fans that even though it isn't an official sponsor, Bud still supports hockey and its fans. The WiFi enabled red, goal lights can be installed anywhere and are designed to flash and sound a horn whenever the favourite team scores, bringing even more excitement to the fans' environments.
This product-based campaign is a way for Budweiser to associate itself with a positive experience (your favourite team scoring a goal), but also extend itself beyond its primary product (beer) in a playful way. The Red Lights campaign aimed to tell Canadian fans that even though it is no longer an official sponsor of the NHL, it is still committed to hockey and its beer-guzzling fans.
The Budweiser Red Lights, which are available to purchase on Budweiser Canada's site, are a replica of the goal lights that can be found at real NHL games. Hockey fans need an Android/iOS device and WiFi in order for the lights to work. After installing the lights via the mobile app, they can then choose the team they support. The campaign was launched in Canada during the SB with a 60-second spot, which featured fans watching a hockey game and a Budweiser employee installing the light just in time for the winning goal. YouTube & Twitter content accompanies the campaign.
This hockey-themed campaign enabled the American brand to reach out to Canadians by showing their love and support for Canada's favourite sport. The Red Lights changed the way Canadian fans watched and experienced hockey from their homes. The unique campaign achieved brand integration and increased brand awareness for the American lager brand in Canada. Through the Red Lights, Bud was able to associate its brand with feel-good emotions among the hockey viewers.
Budweiser did not intend on making money off of the lights used in the campaign, but rather the brand was able to achieve the intent of elevating at-home experience for hockey fans across the country of Canada. It was important to encourage fans to believe Budweiser was cheering along with them when their team scored a goal. The campaign significantly increased brand awareness and integration in Canadian hockey fans' minds.