Request
For the first time in 37 years, Budweiser wasn’t going to run a Super Bowl spot – but they still needed just as much buzz.
Response
Let’s take the money we’d spend on a Super Bowl spot and instead use it to encourage people to get their COVID vaccines.
Result
The greatest win is always a win, win, win – Budweiser got a record-breaking campaign, the Ad Council got a $1M donation to their COVID vaccine education campaign, and the general public got vaccine information from a brand beloved by a wide array of people throughout the US.
Garnered 9.3B earned media reach
Sparked 52K social media mentions
Became the most successful Super Bowl campaign in the brand’s history
