Every NFL fan and their grandmothers knows that the Cleveland Browns have been the laughing stock of the NFL for quite some time. The Browns have been on a 635-day losing streak which felt like it would never end. To add salt to the wound, Bud Light came up with a promotional campaign called the Victory Fridge that would automatically unlock a fridge full of Bud Light beers when the Browns won their first game. On September 20, football fans thought the world was coming to an end when the Browns overcame the impossible and snapped their 19-game winless streak against the New York Jets, 21-17 (what an embarrassment, Jets.)
This campaign was developed for Browns fans to have fun and something to look forward to during game day. It developed high publicity for both the Browns and Bud Light. It also formed an image that Bud Light associates themselves in the winner’s circle. However the negative outcomes formed was promoting binge drinking to their audience. It can also come off as a poor taunt that can lead to some backlash of people trying to break in to the cooler if the Browns never win. One improvement that could have been was promoting responsible driving. Bud Light could have developed a team with Uber or Lyft to promote safe driving.
The campaign does build beneficial relationships with their audience, especially with Browns fans. Bud Light also roots for the underdog, which is fantastic because most brand would rather associate themselves with teams who are likely to win.
I’m sorry I had WAY more typed out before technology deleted my text :-(