Anheuser-Busch InBev—which has pledged to give away free beer if 70% of U.S. adults are vaccinated by July 4—now says it will use outdoor advertising to broadcast the country’s progress, including on Times Square.
Billboards erected in cities including New York, Boston and Los Angeles will include real-time trackers showing the percentage of adults vaccinated both nationally and in the city where the billboard is located. The signs will also plug the brewer’s beer giveaway, which it announced last week to align with the Biden administration’s goal of getting 70% of U.S. adults vaccinated with at least the first dose by July 4.
As of last week 63% of adults had gotten their first dose, but at current rates the U.S. will reach only 67% by July 4, according to USA Today.
AB InBev’s promotion promises to give away one beer, seltzer or non-alcoholic beverage to people who upload a picture of themselves to a website run by the brewer that shows them “in their favorite place to grab a beer, whether with friends at their favorite local bar and restaurant or with family in their very own backyard.” The site, called MyCooler, doubles as the brewer’s loyalty program and allows it to collect personal data that it uses for marketing (with user consent).
AB InBev today also released the latest in a series of ads it has been running that seek to position its products at the center of social gatherings that are again resuming as more people get vaccinated. The new spot, directed by Alex Prager and created by Wieden + Kennedy New York, shows people reuniting with loved one or meeting new people—often with hugs—at venues including bars, sports stadiums and gyms.