Anheuser-Busch beer brand Bud Light is adding a “swipe this” component to its “Whatever, USA” campaign, which from what we gather does not involve BBDO. Instead, the client has gone directly to the swipe-intensive hookup site Tinder to promote their beverage with a cavalcade of celebs including Shaq, Nelly and Diplo.
Following last year’s somewhat controversial launch of Whatever, USA in Butte, Colorado, Bud Light has shifted gears towards the millennial set with this effort that’s aimed at the 21+ market. Speaking to Adweek, Tinder co-founder/president/ultimate bro name Sean Rad says, “We are serious as a company about finding a way for brands to communicate with our users in a very accretive way. We don’t want to disrupt the users’ experience, and we’re committed to that,” he said. “Depending on how this goes, users might see more of this, but it’s going to be a long time until this is a consistent part of your experience.”
As noted, this effort marks Tinder’s first video ad campaign and in conjunction with Bud Light, the latter will select approximately 1,000 users to attend this year’s party, which is scheduled for the last week in May. We’re guessing Butte won’t be the ideal locale, but in the meantime, feel free to download the Twitter app here.