Anheuser-Busch is bringing consumers a new way to order and enjoy Bud Light with the brand new Bud Light Button. The Bud Light Button is a beer delivery app that allows users to order Bud Light with one easy tap of the finger. What separates the Bud Light Button from its competitors is the unique “Up for Whatever” experiences that could accompany special deliveries made through the app. The app will launch initially in the Washington, D.C. area on January 15, 2015.
When consumers download the Bud Light Button, they may get more than just beer. The brand is infusing the new app with “Up for Whatever” experiences, designed to inspire spontaneous fun. As a result, Bud Light Button users may receive an “Up For Whatever” experience with their delivery.
“Some people will get just a little something extra, like Bud Light-branded gear, but once in a while, we’re going to deliver a really over-the-top, amazing experiences,” said Lucas Herscovici, Anheuser-Busch vice president of consumer connections. “Maybe that means we show up with a DJ who turns your gathering of friends into an amazing event. The only way to find out for sure what we’re going to do is to grab your phone and use the Bud Light Button.”
As Anheuser-Busch works to deliver on its dream of becoming the top consumer packaged goods company in digital, it is constantly looking for innovative ways to enhance the consumer’s experience. Bud Light partnered with its digital innovation agency of record AKQA and platform provider Klink to create a unique service that will separate Bud Light from its competitors – by delivering beer and “Up for Whatever” Bud Light experiences.
“Anheuser-Busch always pushes the boundaries in developing services that enable spontaneous fun through ‘Up for Whatever’ experiences,” said Stephen Clements, Executive Creative Director, AKQA. “We’re delighted to partner with Anheuser-Busch to bring a fresh, new way to enjoy Bud Light to market.”
The Bud Light Button app is currently available on the Android platform with iOS coming soon, allowing easy and quick beer delivery. Once installed, users can scan their credit card for easy repeat purchase. The app then tracks the user’s current location, so ordering is as simple as tapping the button. Consumers can order between 1 to 100 cases of beer and get it delivered in under an hour by Klink, a new alcohol delivery app that utilizes independent retailers to fulfill deliveries.
About Bud Light
Introduced in 1982, Bud Light is a premium light lager with a superior drinkability that has made it the best-selling and most popular beer in the United States. Bud Light is brewed using a blend of premium aroma hop varieties, both American-grown and imported, and a combination of barley malts and rice. The light-bodied beer features a fresh, clean and subtle hop aroma, delicate malt sweetness and a crisp finish that delivers the ultimate refreshment. For more information, visit www.BudLight.com.