Bud Light | BBDO

W H A T E V E R,  U S A

After Bud Light launched their “Up For Whatever” campaign with a live Super Bowl spot, they wanted to follow it up with something even bigger. So they decided to create a real town where literally anything was possible – Whatever, USA.

We were tasked with finding a way to promote this town and in promoting it, define the vibe of the place and the things that might happen there. To do this, we focused on a character called “The Mayor of Whatever” and created TV spots and social content around him.

In the end over 200,000 people audtioned for 1,300 invites. Those lucky people went onto create over 37,000 pieces of their own content over that weekend, generating over 600 million impressions.

C A S E  S T U D Y