Bud Light Super Bowl Music Fest
Bud Light Super Bowl Music Fest was a three-night music event featuring world-class musical artists including: Blake Shelton, Green Day, Halsey, Machine Gun Kelly, Gwen Stefani, Mickey Guyton and Miley Cyrus.
NVE had to provide an immersive opportunity for consumers and Anheuser-Busch stakeholders to interact with all three brands (Bud Light Core, Bud Light NEXT, and Bud Light Seltzer Hard Soda) throughout Crypto Arena. We had to activate the concourse to speak to the general public and give them an opportunity to sample Bud Light NEXT, the first zero carb beer. In addition, we needed to develop a branded seating area, The Bud Light Zone, that would be the envy of all attendees and include gift giveaways for those that sat in the section.
Bud Light activated Bud Light Seltzer Hard Soda and introduced Bud Light NEXT on the largest stage in sports. Key stakeholders and consumers sampled product, interacted with the brands, and learned about and received POAP cards. We successfully integrated three distinct brands cohesively through three consumer touchpoints: hospitality, the Bud Light Zone branded seating section, and concourse sampling. Over the course of 3 days, 2,000+ samples of Bud Light NEXT and 2,500 POAP NFT cards were distributed, 1,000 photos were taken in the photo booths and 350 consumers were seated in the Bud Light Zone seating bowl.