Anheuser Busch needed a fun way to launch their new Bud Light Lime beer in the Eastern Shore markets to create a presence within local bars, restaurants, and liquor stores. Their goals were to increase trial, visibility, and sales. Branded Bud Light Lime Segways and Ad Balloon were the best marketing vehicles to accommodate a program that required traveling to several locations within the same day. There were teams of 6 brand ambassadors within 8 markets including areas such as The Hamptons, North Jersey Shore, Dewey Beach, Providence, and more. Throughout 3 months Brand Ambassadors visited local accounts, events, and high traffic areas to distribute giveaways and build awareness for the new Bud Light Lime. GTE Brand Ambassadors also had a similar presence for Bud Light at the MLB All-Star game.
Brought in by StreetBlimps, GTE staffed 6 brand ambassadors in each of the 8 markets. Two female BA’s and two male BA’s drove Segways, and one BA was harnessed to and carried the Ad Balloon while the market leader was on foot guiding all BA’s. The Segways and Ad Balloon were branded with the phrase “Give Your Summer A Twist – Bud Light Lime.” Each of the reps were also in Bud Light Lime branded uniforms. Teams supported local accounts for happy hours, pub crawls, and festivals. Some special events that our teams were present at included The Biker’s Parade in South Jersey, Carnival in Provincetown, MA, and Oak Bluffs Monster Shark Tournament in Martha’s Vineyard. GTE organized truck rentals, Segway pick-up/drop offs, helium rentals, and, if needed, ferry ticketing with each market’s market leaders. We instructed all teams on how to operate and handle the equipment in addition to proper assembly and disassembly. For Bud Light, GTE managed seven ad balloons at the MLB All Star game.
This program surpassed all expectations. Our teams successfully spread the Bud Light Lime word. Accounts experienced instant Bud Light Lime sales increases while the teams were scheduled at their locations. There were over 250,000 impressions and close to 100,000 one on one interactions. Teams passed out more than 10,000 giveaways. Brand awareness of Bud Light Lime increased dramatically in the Eastern Shore markets. Bud Light impressions reached over 75,000+ at the All Star game.
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