Bud Light Teams Up With NFL, Twitter on Bud Light Showtime Cam

The social network detailed other plans for the league’s 2020 season

Bud Light Showtime Cam will debut during the season opener Thursday night Bud Light/NFL/Twitter

Bud Light is toasting the kickoff of the 2020 National Football League season with the Bud Light Showtime Cam, an initiative with the league and Twitter.

Bud Light Showtime Cam will debut during the season opener Thursday night, when the Houston Texans visit the Kansas City Chiefs, and it will be featured during other games throughout the season.

The initiative allows players to bring fans part of the in-game experience they are missing out on due to Covid-19 via Twitter by giving those players a dedicated place to celebrate major moments during the games and showcase their personalities.

Players will be able to participate during the season, while fans can have their tweets featured by adding the #ShowtimeCam and #BudLightSweepstakes hashtags.

Twitter head of U.S. sports partnerships T.J. Adeshola said in a statement, “Twitter will be the roar of the crowd for NFL fans this football season with the Bud Light Showtime Cam taking fans inside the stadium and on to the sidelines. We’re looking forward to seeing all kinds of showtime in Twitter timelines this season and with our partners at the NFL and Bud Light, celebrating the best football moments all season long, together.”

Bud Light vice president of marketing Andy Goeler added, “As the official beer sponsor of the NFL, we’re excited to welcome football fans back to the sport they love, giving them access to one of the most noteworthy moments in sports—the touchdown celebration. Bud Light Showtime Cam not only brings fans closer to the players they know and love, but it will provide those watching at home a unique fan experience, allowing them to celebrate alongside their team while enjoying their favorite Bud Light product.”

And NFL, senior vp of social and influencer marketing Ian Trombetta said, “We are excited to bring this one-of-a-kind experience to life this season, when our fans are craving connection more than ever. The Showtime Cam will provide our fans an interactive, in-stadium game experience directly from their homes or their mobile devices. This is a way for us to connect our loyal fans together with our players on Twitter during the game, enabling the exhilaration of big moments to be celebrated from anywhere.”

Twitter also detailed some of its other plans for the 2020 NFL season.

Live show The Checkdown, hosted by Andrew Hawkins, returns for its third season and will run through the postseason and during next year’s NFL Draft.

The Checkdown will feature the buzziest moments of the season, as well as predictions, live look-ins and other interactive integrations with fans.

Twitter will also roll out hashtag-triggered emojis for all 32 NFL teams, as well as #NFL and #ItTakesAllOfUs, which will add the league’s logo to tweets.

The @NFL account will feature real-time highlights shared right after they happen on the field, as well as interactive weekly question-and-answer sessions with talent from NFL Network, Twitter Moments and weekly polls letting fans vote on the best touchdown celebrations.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.