Budweiser debuts a ‘Super’-sized goal light

The beer company launched the next iteration of its "Red Light" campaign, which features a touring Zeppelin goal celebration light, during its Super Bowl spot.

Budweiser has debuted the latest iteration of its goal-celebrating Red Light with the unveiling of the “Budweiser Red Zeppelin, The World’s Largest Goal Light.”

The Zeppelin, which debuted during a 60-second spot on Sunday’s Canadian Super Bowl broadcast with media by UM and creative from Anomaly Canada, is the evolution of the beer co’s Red Light program, a goal light that syncs with the user’s smartphone to go off whenever their favourite team scores a goal. The new spot, called “Blackout”, features creative with Team Canada turning the lights out worldwide following a win at the Olympics and the new Zeppelin flying high above a celebrating Canadian crowd.

Launching in the skies in Ottawa on Feb. 7, with flights along the Ottawa River and over the Byward Market, the Budweiser Red Zeppelin, which is 22 feet high and 70 feet long with LED lighting and a specifically engineered sound system, will have the ability to fly up to 400 feet above the ground. Both the giant floating goal light and the smaller, wall-mounted versions fans have at home will be able to be synced with the Canadian men’s and women’s hockey games at the Sochi 2014 Winter Olympic Games.

The Zeppelin will be touring Canada, making stops in cities including Toronto, Vancouver and Montreal, with TV and social media ads running around the program until the end of the NHL hockey season this spring, Michaela Charette, brand director, Budweiser, tells MiC. In all, this campaign will account for about 25% of the brand’s media plan for the year. Fans can track the location of the moving goal light online at Budweiser.ca.

“Budweiser is all about optimism and celebration, we think there is nothing more celebratory for Canadians than goals,” she says. “So we said big goals deserve big executions.”

Budweiser also worked with Mosaic on the tour, and the whole thing took about six months to put together, says Charette.

A new shipment of Budweiser Red Lights, which retail for $149, were put on sale at the beginning of February before the new phase of the campaign launched.