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Earlier this month, Anheuser-Busch debuted Social Club Seltzer, a new line of hard seltzers inspired by classic cocktails—and to promote it, the alcoholic beverage giant is leaning on the brand’s likely fans to create a campaign.
The company is asking designers, writers, filmmakers, producers and all-around creative hustlers to help build Social Club’s first marketing push.
The decision to reach out to the public for assistance came from the insight that the best way for a brand to create content that connects with its intended audience is to get members of that audience to create the content themselves, according to Lana Kouznetsov, vice president of Anheuser-Busch’s Beyond Beer division, which includes spiked seltzer Bon & Viv.
Kouznetsov added that in this case, Social Club Seltzer is aimed at men aged 30 and over who “know what they want, and they know what they want to see.”
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