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Bud Light scores with mobile-driven game-day offers, engagements, prizes

Bud Light kicks off a new mobile push today, enabling Denver Broncos fans to get a free beer on game day via the Ibotta application as well as access interactive content and win prizes using their phones at the team?s stadium. 

On Thursday, September 8, Bud Light is giving the first 50,000 Broncos fans in Colorado a free beer redeemable through the Ibotta mobile shopping application. The push includes additional mobile-driven engagements such as the ability to interact with the Bud Light Broncos team can. 

?Mobile gives Bud Light the ability to produce different experiences for fans on one consistent platform, whether you?re redeeming a coupon or having an augmented reality experience with your Bud Light Denver Broncos team can,? said Anna Rogers, director of marketing, NFL, at Anheuser-Busch.

Bud Light is the official beer sponsor of the National Football League. 

Free beer
The Bud Light brand is kicking off the 2016 season by celebrating Denver Broncos fans, who saw their team win the Super Bowl earlier this year. 

Starting at midnight on Thursday, Broncos fans in Colorado can visit or download the Ibotta app to redeem one of three Bud Light offers for a free beer at local bars, restaurants, retailers and at select vendors inside Sports Authority Field at Mile High.

The free beer offer comes out of a partnership between Anheuser-Busch and Ibotta announced earlier this year that extends through February 2018 (see story).

Game-day experiences
Bud Light is tapping mobile in other ways to enhance the game day experience for Broncos fans. 

Downloading the Broncos? Orange Herd mobile app will provide access to new, interactive features such as an augmented reality experience with the Bud Light Broncos team can. The Broncos team can will be available all season long and the in-stadium features will only be experienced in Denver. 

The strategy extends into social media and user-generated content as well, although with a unique real-world twist. 

At the Sports Authority Field at Mile High, Broncos fans can enjoy the Bud Light x Broncos Twitter Vending Machine on the main concourse, which releases Bud Light branded prizes when consumers tweet a photo of their team can to it. 

The stadium also boasts two new Bud Light rooftop lounges with TVs, phone chargers and food and drinks. 
More broadly, Bud Light is giving its limited-edition NFL team cans a new look this year and rolling out experiences in stadiums across the country to enhance the game day experience.

Bud Light also recently unveiled a nationwide marketing campaign featuring its newly redesigned NFL team cans, with unique team-specific spots in local markets. Along with TV ads, the campaign features a mix of radio, print, digital, programmatic advertising and retail elements.

?Mobile plays a crucial role in the campaign with Bud Light and the Denver Broncos, as the offer is only redeemable via mobile app Ibotta,? Ms. Rogers said.