One of the cultural mainstays of film and contest winning, the 1970s film Willy Wonka & the Chocolate Factory, has seen its share of parodies in television and real life. Americans are intimately familiar with its primary storyline wherein Charlie, a contest winner, finds a golden ticket and gains entrance to Wonka’s empire.
Now Anheuser-Busch has grabbed that cultural icon for one more go-around. Its latest marketing stunt will see the release of 37,000 limited-edition cans – gold-colored cans, of course – that will be hidden inside select packages of Bud Light. When a customer finds one of the gold cans, he or she can then post the gem to social media to enter in the running for the grand prize: Super Bowl tickets for life.
Anna Rogers commented on this seasonal marketing campaign titled “Strike Gold.” Contest winners can gain a “lifetime” pass, as many as 51 years, to Super Bowls while many fans, Rogers admitted, may never get to attend one.
“All season long, Bud Light has celebrated the most passionate and dedicated fans that the NFL has to offer, and as the playoffs approach, we
want to see fandom turned up another notch,” Rogers said. “Most NFL fans likely won’t see one Super Bowl in their lifetime, so we figured what better way to reward one of the NFL’s biggest fans than by giving him or her tickets to the big game for the rest of their life?”
Although the tie to Wonka has been played before, Anheuser-Busch is trying to make this campaign unique by tying a physical product to digital media. When customers find their gold cans, they can use the hashtags #SBTix4Life and #Sweeps on social media to enter the running for 51 years worth of tickets. In doing so, they also help Rogers and company spread the marketing potential of this campaign.
This tie between physical Bud Light cans and social media gets fans involved in the process of marketing the Anheuser-Busch brand, even if they aren’t aware of their participation. Fans will carry their enthusiasm for having found a gold can, and the brewing company will benefit from a hopefully viral spread of those relevant hashtags. In the end, someone should win an armful of tickets and Anheuser-Busch should be able to improve its financial and social media standing.