Zero Hour
I got people to put down their drinks and switch to an NA the night before Thanksgiving to encourage better drinking choices. The result? Earned media for Bud Zero. On Nov. 24, Budweiser Zero hosts “Zero Hour” at participating bars across the United States, providing consumers the option to switch to a Budweiser Zero from midnight to 1 a.m. for a free Uber ride home.
Agency: Draftline
Client: Bud Zero
Category: Social / Earned Media
From Midnight to 1am, It’s Zero Hour.
Insight: The night out before Thanksgiving is a time-honored tradition, known to many as "Blackout Wednesday" for obvious reasons.
Idea: Create a sobering up campaign deeming 12am - 1am as “Zero Hour” to encourage beer drinkers to drink more responsibly by switching to Bud Zero during this time.
Thrillist:
“To avoid any real next-day scaries, Uber is partnering with Budweiser to get folks home safe this Thanksgiving Eve.”
Key art above designed by me ☝️
Countdown Coolers
We created bar coolers for out-of-home that would be unlocked at the stroke of Zero Hour at participating bars.
