By Barry Janoff
November 22, 2016: Channeling the energy of 1971’s Willy Wonka & the Chocolate Factory (and the 2005 remake) in which people who find rare golden tickets gain a unique and sweet reward — a tour of the factory and candy for life — Anheuser-Busch said it would unveil a "Strike Gold Bud Light" effort, with the unique and sweet reward being tickets for life to the Super Bowl.
According to Bud Light, which is the official beer sponsor for the NFL, 37,000 gold cans will be randomly seeded in limited-edition Strike Gold Bud Light packs, which will hit shelves Nov. 28.
People (of legal drinking age) who find a gold can will be entered into a sweepstakes with the grand prize to "win a pair of tickets to attend the Super Bowl each year for the rest of their life (up to 51 years)."
The company said that the promotion would extend through Jan. 13, 2017, and encompass all 18-, 24- and 30-packs of 12 oz. Bud Light cans nationwide (excluding California), which will feature the limited-edition Strike Gold Bud Light design. (Details here.)
The first tickets would be for Super Bowl LI, scheduled for Feb. 5, 2017, in Houston’s NRG Stadium (on Fox).
"All season long, Bud Light has celebrated the most passionate and dedicated fans that the NFL has to offer, and as the playoffs approach, we want to see fandom turned up another notch," Anna Rogers, director of NFL partnerships and strategy, Anheuser-Busch, said in a statement.
"Most NFL fans likely won't see one Super Bowl in their lifetime, so we figured what better way to reward one of the NFL's biggest fans than by giving him or her tickets to the big game for the rest of their life?"
Bud Light will support with multi-media marketing, including POP Internet and social media at Facebook.com/BudLight, Twitter at @BudLight and on Instagram at @BudLight.
According to the company, "Finding a gold Bud Light is the first step. In order to enter for a chance to win the coveted prize, follow these steps:
• Consumers must purchase special-edition packs of Bud Light for the chance to find a gold can, or they can visit BudLight.com to download and print a gold can wrap.
• Consumers can enter the sweepstakes by taking a picture with the gold can and posting the sweeps hashtags (#SBTix4Life and #Sweeps) on Facebook, Instagram, or Twitter and/or on BudLight.com.
• Consumers entering in California simply must take a picture showing their fan spirit and post on social media (Facebook, Instagram, or Twitter) with the hashtags #SBTix4Life, #Sweeps and #CA.
• Six weekly winners during the promotional window will be selected to win a pair of season tickets to their favorite NFL team."
Anheuser-Busch said that one grand prize winner would be selected to win a pair of Super Bowl tickets for life (up to 51 years) the week of Jan. 16, 2017.