Our Work
Bud Light Check Your Dudeness
Background
In 2007, Bud Light struck gold again with a television ad campaign that studies the common American male’s reaction to the struggles of day-to-day life. This campaign strived to reach young American “dudes” – beer drinkers who’s only respite from their exasperation at daily occurrences was an ice-cold Bud Light. Atmosphere BBDO, Anheuser Busch’s digital agency, tasked Buddy Media to develop a full-scale social application leveraging the successful TV asset.
Objectives
- Develop Bud Light branded Facebook application to support and extend popular “Dude” asset
- Create age-gating technology to prevent minors from accessing the application
- Drive unique installs of the Check Your Dudeness application
Solution
Buddy Media worked with Atmosphere BBDO to combine the irreverence of the Bud Light “Dude” television commercials with compelling visuals and an intuitive user interface to create the “Check Your Dudeness” Facebook application. The application was a photo quiz used to calculate each user’s “Dudeness.” The user’s results were displayed alongside witty explanations and sound bites. Users were also able to compare and share their “Dudeness with friends. This design drove social brand loyalty.
Buddy Media also successfully created an age-gating solution to prevent minors from accessing the application. Facebook has strict rules regarding content associated with alcohol, so Buddy Media developed a portal page that required users to input their dates of birth before continuing to the application. The entered date was then cross-referenced to the user’s profile information in order to confirm the date of birth.
Buddy Media was tasked with driving user installs during the course of the campaign. Through the existing community of more than nine million Buddy Media application users, Buddy Media overdelivered the install goal. In addition, the viral nature of the application led to rapid dispersal across the social graph.
