At last, the football season is upon us. No, not that game called soccer, I mean REAL football. The gridiron, pigskin, Hail Marys and the whiff of corn dogs in the air *exhales and reminisces as if I’m American* – I’m not.
Yes, the National Football League’s preseason is underway and as an avid fan of the sport, I’m looking forward to seeing my beloved Buffalo Bills return to the field after making the play-offs last year – the first time in 17 years.
But while I was partying like it was 1999 that memorable night my team made the postseason (it just so happened to be on New Year’s Eve!), one team, the Cleveland Browns, wrapped up the 2017 campaign with 16 straight losses.
Ouch. That’s got to be a painful stat for the Ohio-based team, especially when you have to cast your mind back to 2016 for the last time they recorded a win.
But in the PR world, sometimes you can spin a negative into a positive, and that’s exactly what Anheuser-Busch, the company that brew Budweiser and Bud Light, have done.
Using the motto ‘When the Browns win, Cleveland wins’, the brewing giant have wheeled a large amount of ‘Victory Fridges’ into bars across the whole city. Stocked with 200 of the country’s top-selling beer, Bud Light, each fridge is wrapped in chains and padlocks, only opening via a Wi-Fi connection.
The catch? The fridges will only open releasing free beers for everyone once the Cleveland Browns actually win a game. So don’t hold your breath!
Andy Goeler, Vice President of Marketing at Bud Light, said: “The ‘Victory Fridge’ is a fun way to celebrate and reward a fan base that has never wavered in enthusiasm or dedication for their team no matter what happens.”
I think this a fantastic bit of PR by Anheuser-Busch and is a very clever way of engaging with the football mad community of Cleveland.
I just hope the Browns pick up a win in the first few weeks, as I fear the fans could be celebrating their team’s first win with a stale, sour-tasting Bud Light that’s well past its sell-by date.