Bud Light Lime squirted off to a great start this summer – cracking LCBO’s top ten beer brands in sales, with big displays being set up in Barrie for the long weekend and disappearing in two hours, says David Nicholls, brand manager for Bud Light Lime in Canada. So after months of media buys that spanned both traditional and online, the citrusy brew launched a new interactive promotion through social media, where it all started.
‘We’ve gone well beyond the traditional media of just outdoor or television and really done the strong focus of social media and online,’ Nicholls tells MiC. ‘And it was actually Facebook that we put most of our efforts towards right out of the gates because that’s where there was a group of petitioning fans to bring Bud Light Lime to Canada.’
The Bud Light Lime Summer Music promotion, developed by Toronto-based Grip Limited and supported by online music provider Puretracks, kicked off last month when Facebook fans were invited to suggest their three favourite songs of the summer. Now, the songs have been sifted to the top 19 suggestions and from until Aug. 21, members have the opportunity to select their 10 favourites. At the end of the voting period, more than 100,000 Bud Light Lime Facebook fans will have a chance to win one of 4,000 10-song music codes.
‘It’s about Bud Light Lime as social brand and having good times during the summer, and what better thing to add to it than great music,’ Nicholls says. On Aug. 24, the brand will post a list of the top 10 songs chosen and, over the next four weeks, the first 1,000 fans to log on to the Bud Light Lime Facebook fan page each week will receive a promo code to claim the top tracks of the summer.
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