FOR IMMEDIATE RELEASE
Monday, February 8, 2010.

THE NEWS
Budweiser wins Super Bowl XLIV.

THE DETAILS
Budweiser Canada and its agency, Grip Limited of Toronto, scored a big social media win on Super Bowl Sunday.

In a first for Canadian marketers, Budweiser created four different 15-second spots that leveraged the Bud Plane Flight Attendants, driving consumers to Facebook for a chance to win the first row of seats aboard the Bud Plane to next year’s Super Bowl XLV. The promotion ran only on game day. And the winner was announced immediately following the game.

The Bud Plane and Super Bowl activation are well-established assets for Budweiser (60+ lucky fans earned their way to South Florida for the game this year), but the social media one-day-only promotion was a first for the brand and for Grip.

“The promotion began at 12:01 am on Sunday, but the real traction came after the first spot aired,” says Adam Luck, Director, Interactive. A fact that dialed up urgency but defies conventional wisdom about seed times for contest communication.

THE RESULTS
• 30,000+ new fans of Budweiser on Facebook in one day.
• 126,000+ total fans of Budweiser on Facebook.
• Thousands of contest entrants.
• 1 very happy client.
• 1 very exhausted technical team.
• 1 very excited winner (and three of their friends).

Grip’s Superbowl XLIV activation for Budweiser enabled the brand to reclaim its title as the largest Facebook beer page in Canada.

ABOUT GRIP LIMITED
Grip Limited is a Toronto-based integrated communications company providing expertise in advertising, design and digital. Services include strategy and planning, creative development and production for traditional and non-traditional media, brand identity and package design. Grip’s coveted client roster includes: AB-InBev, Honda Canada Inc., Boehringer Ingelheim, Expedia.ca, Cadbury and Johnson & Johnson. The company is privately held. For more information, visit www.bigorangeslide.com

MEDIA CONTACT
Dave Hamilton, Partner – Creative • (416) 340-7111