Bud Light launched its Up for Whatever campaign in early 2015, when they gave one unsuspecting guy the time of his life. Energy BBDO knew Bud Light needed to follow up by giving everyone a chance to experience the unexpected fun only a brand like Bud Light can provide. To build brand affinity among millennials, Energy BBDO took over a Colorado town and turned it into Whatever, USA, a town for people who are Up for Whatever. Across a packed weekend, lucky revellers were treated to concerts, games and rides. The experiential event generated tons of engaging content and improved the brand's current share of beer.
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