Welcome to Whatever, USA, Bud Light's Big Party for a Few Fans

Festival kicks off today; brand sees benefits beyond attendees

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Last year Bud Light took experiential marketing to a new level with its secret party town, Whatever, USA, which turned Crested Butte, Colo., into a giant, all-expenses-paid beer bash for 1,000 of the Anheuser-Busch brand's lucky fans. The second annual Whatever, USA event kicks off today, this time on Catalina Island, off the coast of Los Angeles. 

Started as an extension of BBDO's "Up for Whatever," campaign, the weekend is filled with music, celebrities and various surprises, some of which made it into Bud Light's Super Bowl spot this year.

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