As PR professionals we are inundated with campaigns, promotions and specialized hashtags daily. It is a rare campaign that elicits more than a “huh, that’s interesting – good to know,” and more rarely am I tempted to participate. But as we get closer and closer to the holiday season, more and more brands are turning up the heat to tug on our heart strings. Full disclosure: I am such a sucker for anything tied to “holiday togetherness.”
Cue Budweiser’s new holiday campaign, #HolidayBuds. This campaign is special for two reasons: first, it features three throw-back Budweiser labels from 1918 (the beginning of Prohibition), 1933 (the end of Prohibition) and 1976, the brand’s 100th anniversary – all available in vintage wooden crates, and secondly, the call to action for campaign participants.
By using the hashtag, #HolidayBuds, via Instagram, Twitter and Facebook, Budweiser has asked fans to plan reunion events for long-lost friends with whom they would like to share a Bud. Is Budweiser trying to sell 18 beers for $40.00? Yes. But I think there is something more. During this season of bounce-backs and BOGOs, Budweiser has provided what many brands can’t – a nostalgic reflection of the holiday season and the warm feelings associated with this time of year. Maybe it’s the Kansas girl in this Texas world who is missing her hometown crew, or maybe this campaign truly understands the holiday spirit, but they got me.
Here’s the campaign launch.