Budweiser

We The People… Really Want The Day Off

Budweiser, as an official sponsor of Major League Baseball, needed an untraditional campaign that could break through the MLB opening day clutter. America needed another day off. Thus, “Make Opening Day A National Holiday” was born.

The idea was simple: get as many people as possible to sign a formal petition at Whitehouse.gov making MLB’s opening day an official national holiday.

With the help of Hall of Fame shortstop Ozzie Smith, the program kicked off with a video content series and a massive media outreach effort from Spring Training, resulting in extensive interest from baseball fans and major coverage in baseball, business, trade and lifestyle media.

Over 1 million organic YouTube views in less than 20 days – 3 million views in total

Generated over 100,000 signatures at whitehouse.gov

The Results

It would be very cliché to say we hit a homerun with this effort. So just know that the campaign was a total slam dunk.

  • ACE metrix testing of first video significantly surpassed all category norms and ranks tested over the past year
  • Delivered an ACE score of 671 (Category Norm = 564)
  • Over 1 million organic YouTube views in less than 20 days – 3 million views in total.
  • Generated over 100,000 signatures at whitehouse.gov
  • 220 million earned media impressions
  • 62.8 million Facebook impressions
  • 16.8 million Twitter impressions
Budweiser Opening Day Clydesdales