bud light platinum
Fans to Compete for Platinum Flyaway Experiences During Timberlake’s The 20/20 Experience World Tour
By Bud Light Platinum
ST. LOUIS, Sept. 6, 2013 — /PRNewswire/ — Tonight, Bud Light Platinum and Justin Timberlake are launching “Platinum Nights,” a digital-to-real-world scavenger hunt that will challenge social media-savvy fans to unlock a series of weekly clues for a chance to win ‘Platinum’ flyaway experiences during Timberlake’s The 20/20 Experience World Tour.
Over the next 13 weeks, Timberlake, Bud Light Platinum’s creative director, will release a weekly clue via his Facebook page to lead fans to online and real-life ‘Platinum’ experiences where they can unlock additional clues. Fans earn points based on how quickly they complete the scavenger hunt and the reach of their social sharing. Players who score highest each week will win two tickets to a ‘Platinum Nights’ flyaway adventure to see Timberlake perform in style with top-notch travel and hotel accommodations, admission to exclusive clubs, spending money and car service throughout their stay. The clues will also be released on PlatinumNights.com.
“I’m always trying to find new ways to connect with my fans on social media, and ‘Platinum Nights’ is a new twist on scavenger hunts that combines digital and real-world engagement,” said Timberlake.
The scavenger hunt begins with a trip for two to the iHeartRadio Music Festival in Las Vegas to see Timberlake perform and attend the red carpet premiere of his new 20th Century Fox film Runner, Runner, which releases nationwide on Oct. 4. Subsequent prizes include flyaway trips to The 20/20 Experience concerts throughout 2013.
In addition to the national scavenger hunts, Bud Light Platinum will host local scavenger hunts in every The 20/20 Experience World Tour city. Concert tickets will also be given away through local radio promotions.
Fans ages 21 years and older can sign up to join the Bud Light Platinum Platinum Nights Scavenger Hunt at PlatinumNights.com. For more details and official rules, fans can visit www.PlatinumNights.com/rules or scan the QR code on Bud Light Platinum signage.
New Bud Light Platinum TV Commercial feat. Justin Timberlake Bud Light Platinum’s partnership with Timberlake will also include a new ad, “Night Explorers.” The 15-second spot – created by Translation – features Timberlake and includes “Take Back the Night,” the lead single from his new album, The 20/20 Experience: 2 of 2, which drops on Sept. 30.
About Bud Light Platinum Bud Light Platinum, a premium light lager, was introduced in January 2012 and was the No. 1 bestselling new beer of the year. Bud Light Platinum is triple-filtered to ensure it retains the key characteristics of Bud Light – it’s refreshing and drinkable – but with a slightly sweeter taste and 6% alc./vol.* that delivers a unique light beer experience. Bud Light Platinum is brewed using a unique combination of golden malts and grains, as well as mild hops, which creates its pale, golden color, slightly sweeter taste and smooth finish. For more information, visit www.BudLightPlatinum.com.
Last year’s splashiest new beer launch was Bud Light Platinum. Anheuser-Busch InBev blanketed the airwaves with ads for its beverage, which comes in a sleek, dark-blue bottle and has 2 percent more alcohol than its mother brand. Almost immediately, the new brew became the subject of ironic fascination in the blogosphere. “Tastes weird, more filling, sells like crazy,” Amos Barshad wrote on BuzzFeed in a piece entitled, “The Triumph of Bud Light Platinum, Millennium Party Fuel.”
AB InBev (BUD) tried to capitalize on the brand’s popularity by hiring the multifaceted entertainer Justin Timberlake as the brand’s “creative director.” “Bud Light Platinum brings a refined, discerning aesthetic to beer that plays well with what I’m doing,” Timberlake mused in a statement. “I’m looking forward to not only being a part of the creative process, but in bringing other talented musicians to the forefront as well.”
Then, on Tuesday, AB InBev released disheartening news about the brand: Platinum’s growth slackened in the first quarter of 2013, compared with its “exceptionally strong” first three months of last year when the new light beer was unveiled.
In other words, Bud Light Platinum seems to be a victim of its own success. Or perhaps Bud Light drinkers put more of a premium on flavor than refinement. AB InBev said the decline of Platinum was “partially offset” by the growth of Bud Light Lime Straw-ber-Rita and Bud Light Lime Lime-A-Rita, both of which also made their debuts last year to considerable wonderment.
Or could it be that they want more alcohol? Lime-A-Rita has 2 percent more than Platinum. Who needs a creative director when you have that as a selling point?
Anheuser-Busch announced Thursday that it had hired the actor and musician to be the “creative director” for its Bud Light Platinum brand.
What exactly does that mean? It’s not entirely clear, but the company said in a statement that Timberlake would “provide creative, musical and cultural curation for the brand,” and will appear in a Bud Light Platinum commercial set to air on Sunday during the Grammy Awards.
“Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum’s identity in the lifestyle space,” Anheuser-Busch (BUD) vice president of U.S. marketing Paul Chibe said in a statement. Timberlake said Bud Light Platinum “brings a refined, discerning aesthetic to beer that plays well with what I’m doing.”
Timberlake is the latest in a series of musicians to snag “creative director” gigs with big companies. Last week, struggling smartphone maker BlackBerry (BBRY) tapped singer Alicia Keys to be its creative director, a title given to Lady Gaga by Polaroid and to will.i.am by Intel (INTC, Fortune 500).
i’m more of a coors light drinker…. but if he’s sellin bud, I guess I’ll switch lol