SBD/September 9, 2011/NFL Season Preview

A-B Not Wasting Time Capitalizing On NFL Deal, With New Ads Running In Season Opener

Two new Bud Light ads "were scheduled to debut" during NBC's broadcast of Saints-Packers Thursday, the latest sign of Anheuser-Busch returning as the league's official beer sponsor this season, according to Todd Frankel of the ST. LOUIS POST-DISPATCH. The two ads "feel familiar -- light and humorous," but featured a new promo, the "Ultimate Fan Experience," which "offers prizes with a social media twist." The promo "involves using a smartphone to take a picture of a special logo on the packaging" (ST. LOUIS POST-DISPATCH, 9/9). Coors Light has been the league's official beer since '02, and AD AGE's E.J. Schultz noted MillerCoors "can still run ads during games, just as A-B did." Coors Light "has shelved its long-running press conference campaign featuring former coaches, but is keeping the coaches on its roster, with a new execution featuring them in miniature form interacting with fans." The ads are by "longtime agency" DraftFCB, while Razorfish "is handling digital, which includes a 'pick 'em' game on Facebook" (, 9/8).

JUMPING IN HEAD FIRST: Bud Light is offering a promo in which consumers can enter the "Ultimate Fan Experience" through NFL-themed Snap Tags on specially marked Bud Light 12-pack bottle cases and POS materials. Fans that enter are eligible to win one of five prizes, including trips to Super Bowl XLVI and the '12 Pro Bowl. The effort runs through Jan. 15. Meanwhile, Bud Light Thursday also launched "The Bud Light Huddle," a new online community for adult NFL fans that offers digital content and a platform to interact with other NFL fans across the country (THE DAILY).
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