Middle Aged (35-54)
North American (Canadian - West)
North American (Canadian-General)
North American (General)
North American (US General American - GenAM)
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Budweiser partnered with the Vancouver Canucks and Calgary Flames, providing thousands of fans with team branded gold saint red light glasses in arena generating hype for the activation through TV spots. Each game amplified a powerful cultural moment. Lights were dim and thousands of glasses were triggered to flash red during the singing of O Canada, first in Vancouver on Fan Appreciation night for the way Theo Budweiser Red Lights are going off here in Calgary. The Sea of Red is illuminated at Scotiabank Saddledome. Then we let the teams do what they do best. Score goals, sync with every home goal scored. The arena was lit up by fans with Budweiser's in hand. Canadian icon Don Cherry even introduced the integration during coach's corner on live TV. Local radio celebrities were leveraged to generate buzz. To fuel anticipation. Fans lit up social media while in arena with the Hashtags light up Vancouver and hashtag light up Calgary. The first media activation of its kind tied to an in case promotion energized western Canadian fans, gave them Canada's first ever gold sink guerena experience and deepened their connection to Budweiser. True Patrick of success