Bud Light plans to take over a town for a weekend as part of its summer ad campaign, but it is trying to keep the location a secret, for now.
The effort -- called "Whatever USA" -- is the latest campaign for the "Perfect Beer for Whatever Happens" push that broke during the Super Bowl. Those ads featured hidden-camera style footage of a man who encountered celebrities such as Arnold Schwarzenegger during a rollicking night out on the town.
This time, the Anheuser-Busch InBev-owned brand is inviting consumers to audition to visit the unspecified town for a weekend in August "filled with spontaneous fun and surprises around every corner," according to a statement. The promotion is featured in a TV ad (above) that will debut tonight. The campaign is by BBDO, which also handled the Super Bowl campaign.
By the looks of the ad, the town appears to be in the West, perhaps Colorado. Bud Light says it will "drop hints in the coming weeks" about the location through TV, print and online ads.
A spokeswoman for the brewer declined to confirm the town's location but said "we are working with a real town," adding that the promotion will occur on a "main street." She declined to detail any potential celebrity involvement but said "the event will bring to bear all the resources Bud Light has to create an unexpected experience."
The brand is asking consumers to audition for a visit at locations across the country by submitting a video at UpForWhatever.com. The brand did not say many people will be selected, but the spokeswoman said it will be "many."