Following the Crimson Tide to away games can be memorable, but paying for tickets, transportation and hotel fees can be expensive. I, along with most of my friends, was not able to attend the season-opening game against the Wisconsin Badgers in AT&T Stadium in Arlington, Texas. Instead, I enjoyed the game with loyal fans at Houndstooth Bar in Tuscaloosa, where I encountered the Bud Light Campaign “Up for Whatever.”
The Bud Light “Up for Whatever” campaign first aired on television during the Super Bowl, Event Marketer said. It was a secretly documented event where a 27-year-old thought he was headed to a focus group, but instead he was treated to an unforgettable night with celebrities like Arnold Schwarzenegger and One-Republic. The TV clip led Bud Light in presenting the catchy question: “Are you up for whatever?”
Blain Bradley, one member of the duo representing Bud Light at UA, approached me immediately after my friends and I found the perfect spot to watch the Tide roll. He explained what he was promoting and instantly grabbed our attention.
The slogan "Up for Whatever" in itself is catchy, so naturally we began joking that we were always up for whatever if free Bud Lights were included on a college game day.
Bradley's friendliness left an impression. He wasn't easy to miss with a white Bud Light T-shirt on in a crowd full of Bama fans wearing crimson jerseys.
So, what is the secret to success for a campaign like "Up for Whatever?" According to Forbes, it is the Brand Atom Model, which focuses on energy, an intrigued audience, partnership, experience and meaning. The purpose of this model is to keep a brand alive and thriving. The number of students at UA is continuing to grow and a campaign like this could rally a large group of students who would be willing to get on board.
Although this campaign, according to The Wall Street Journal, has increased the number of mentions on social media per week, the brand has experienced backlash. Many consumers were outraged by the statement "Up for Whatever," saying it encouraged rape.
I believe Bud Light has a chance to shine with this campaign, especially across campuses in the United States. I also think it’s important to address that “Up for Whatever” isn’t intended to encourage rape, binge drinking, or other negative experiences. Rather, it is meant to be a fun and carefree way to promote Bud Light to a college-aged audience.
This campaign has the chance to reach the entire campus at The University of Alabama with its high percentage of students using social media. Here’s an idea: use Snapchat! The Alabama Campus live story is a great way to reach other students. This way, it’s a 10-second video or simply a picture to get the word out instead of exhausting students with the campaign. If I were a Bud Light representative, I would definitely use Snapchat to my advantage.
-by Addie Minton, PRSSA General Member
All blogs are written by general members of UAPRSSA and Capstone Agency.