Bud Light will be the first alcohol brand ever to advertise on Snapchat.
They plan to pull user generated photos and videos from their upcoming event, Whatever, USA, to advertise through a Snapchat story. What’s controversial is the fact that the age-gated story will only show up on users’ Snapchat feeds if they are over the age of 21, but Snapchat is a platform primarily made up of underage users. This means there’s a good chance that the Whatever, USA story will reach a lot of teens. Taking on the risks of testing age-gated ads on Snapchat is a bold move, and other alcohol brands are sure to be watching closely to see what happens.
This campaign shows that some brands are willing to do whatever it takes to reach their audience in a way that’s relevant to their digital lifestyles. Bud Light is pioneering the way for alcohol brands to advertise on Snapchat – a move that will either pay off big time, or result in serious backlash. Guess we’ll find out in a few days.