PROJECT DESCRIPTION

When COVID-19 kept NFL fans from gathering for the player draft, Bud Light found a way to keep their cherished tradition alive while also making a positive impact. The goal was simple: uphold the tradition of booing NFL Commissioner Roger Goodell and turn it into an opportUnity for charity. Here's how it worked: Every time a fan tweeted a video of themselves booing the commissioner using the #BooTheCommish hashtag and tagging @budlight, Bud Light pledged to donate $1 to the NFL Draft-a-Thon. The result? A spirited virtual chorus of boos that did more than just express fans' sentiments; it raised significant funds for COVID-19 relief. By the end of the campaign, Bud Light had contributed up to $500,000 to the Draft-a-Thon, showcasing how creativity and fan engagement can transform a tradition into a charitable force for good. This demonstrates the power of brands to bring communities together, even in challenging times, and highlights the positive impact of turning tradition into an opportUnity for philanthropy.