Bud Light goes CGM and through-the-line

Bud Light goes CGM and through-the-line: " I found this Adrants post today in which they refer to a new Bud Light campaign. I like the campaign because it has a 360 (goddammit, where's the 'degree' button on my laptop, ah here it is) ° approach and the core of this 360° approach is a Consumer Generated Content campaign. At the campaign website Here4BL.com, users are enticed to download a poster that says: 'I'm just here for the Bud Light'. Bud encourages users t o take original pictures of themselves with the poster. Every month the best picture is rewarded with a one year supply of free beer and an invitation to the Ultimate Bud Light party in Hawaii. The cool thing about this CGM-campaign, among others, is that Bud controls it's message (remember the Chevy Tahoe campaign?) and users are encouraged to take a picture in which the campaign slogan blends with the context of the picture, which sometimes leads to hilarious situations. I can't deeplink to the pictures, so check them out at Here4BL.com. Link: http://www.adrants.com/2006/06/bud-light-photo-contest-off"