Bud Light Helps Local Artists ‘Paint the Town’ at H-E-B
H-E-B helped Anheuser-Busch’s Bud Light activate its official sponsorship of the South by Southwest conference and festivals (SXSW) by hosting a number of live painting exhibitions and showcasing the brand’s limited edition bottles at local Austin, TX, stores throughout March.
Austin-based creative agency and collective of street artists SprATX brought the art to H-E-B to “celebrate local Austin artists and their unique place in the city’s culture by transforming public spaces into works of art,” according to a March 3 Bud Light-sponsored blog post within sxsw.com.
Bud Light commissioned two popular Austin street artists known as Zuzu and Mouf to create this year’s limited edition, Austin-inspired aluminum bottle design ahead of SXSW while SprATX deployed one artist at each H-E-B event to paint live. Both bottle artists were among those painting live at participating H-E-B locations.
In stores, spectaculars positioned near checkout comprised floorstands and case stacks stocking A-B's Michelob Ultra, Budweiser and Bud Light’s limited edition SXSW packs as well as regular cases outfitted with colorful base wraps and SXSW signage. At one participating H-E-B just outside of Austin, a keyboard was positioned on top of a custom Bud Light floor cling in front of a multi-brand beer spectacular.
Local radio stations involved in the promotion provided plenty of online support including Facebook events and updates, Twitter updates, sxsw.com blog posts, and an Instagram update from artist Zuzu. Geo-locator event search engine sites including evensi.us and carpediem.cd supported.
Local radio stations also dangled various SXSW giveaways during each event. For example, 101X was on site March 3, 4 and 10, inviting people aged 21 and older to register for a chance to win a “101 X-CURSION,” which included two pairs of SXSW music badges and $101 in spending cash.
