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Budweiser begins Red Zeppelin promotion

Budweiser Canada has begun a hockey-themed promotion involving a lighter-than-air vehicle called the "Budweiser Red Zeppelin." The craft is 70 feet long and 22 feet high. It can fly to a height of 400 feet and carries an LED lighting system and a sound system that will be activated when goals are scored during hockey games. The company describes it as the "World's Largest Goal Light" and introduced it with a 60-second commercial during Sunday's broadcast of the Super Bowl. The zeppelin will travel to a number of Canadian cities during the promotion, beginning in Ottawa on Feb. 7. The tour will be supported by a digital campaign and social media activities.

"What better place to launch the Budweiser Red Zeppelin campaign than during the Super Bowl when millions of die-hard sports fans are tuned in from coast-to-coast?" said Michaela Charette, brand director for Budweiser. "The Zeppelin embodies the passion all Canadian hockey fans feel when their team scores, and we couldn't be happier to have created an icon that heightens the celebration of games and goals at every level."

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