Labatt readies Bud Light Living Rooms promotion
Labatt Breweries of Canada has begun a promotional initiative in support of its Bud Light beer brand called "Bud Light Living Rooms." The national promotion will take place at four sports and music events. Consumers will be able to book these rooms in order to receive special treatment at these events. For example, during the Dreams music festival in Toronto in July, participating consumers will arrive at the festival by boat, accompanied by DJ Dzeko. They will also receive stage access and introductions to other DJs performing at the festival. At another event, an Ultimate Fighting Championship tournament in Edmonton in September, participating consumers will attend an after-party and work out with the competitors.
"Bud Light has a history of providing Canadians with epic experiences through our Bud Light Living platform," said Todd Allen, vice-president of marketing at Labatt. "Staying true to what Bud Light Living means, we're giving consumers the power to book an experience of their choosing with Bud Light Living Rooms that is once-in-a-lifetime, larger-than-life and completely inclusive. Inspired by our consumers' desire for one-of-a-kind, shareworthy experiences, Bud Light Living Rooms delivers what was once out of reach for fans and puts them together with the biggest acts, top festivals and epic match-ups. We are thrilled to work with our partners and bring to life the kinds of once-in-a-lifetime experiences our consumers crave but may not have otherwise had access to."