The #EasyCarryContest was a campaign born out of Bud Light’s “Magnet” :30 spot. Consumers were challenged to try and carry as many beers as they could for a chance to win the grand prize of $15K.
The program leveraged both paid and unpaid influencer rosters, who received branded merch kits as a way of promoting more entries. In addition, Bud Light partnered with Pat McAfee to spread word about the contest on his show. McAfee even aired a segment where his team tried the challenge themselves.
Jordan Knapp, the talent from the :30 spot, also did a live content capture at Madison Square Garden for the Sweet 16. Footage from the shoot was picked up by a couple viral Instagram accounts: with one of the posts garnering over 1M likes. Prior to this, Jordan was featured across meme accounts via the brand’s partnership with Doing Things Media.
Role: Influencer Card Copy, On-Asset Copy, Social Copy, Meme Feedback, Reshare Strategy, Production Assistance
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Kelsey Mihachik 