Objectives

Every year, Anheuser Busch promotes its Michelob Golden Light brand by running a “Golden Can” contest. The contest hides special, golden cans inside cases of their beer. If you find one, you win a prize. They also want to associate their beer with having a good time outside in Minnesota – particularly with having fun by one of Minnesota’s many lakes.

Strategy

In their advertising, we wanted to create a concept that not only brought their contest to life, but that also supported their brand objectives. We build a photo-finder game which hid cans of beer in fun outdoor scenes. At the end of the game, we return a badge based on how the player scored. The badge could then be shared on Facebook.

Results

We saw a high interaction rate with the ads:   11% of the users who saw the ads spend 28 seconds playing the game. In fact, Anheuser Busch ended their promotion early – because they sold out of beer. Anheuser Busch renewed the promotion for a second year.