Cleveland beer fridge campaign becomes a PR winner for Bud Light

Anheuser-Busch installed beer-stocked refrigerators that would be unlocked once the hapless Browns notched a win—their first in two years. A 21-17 win over the Jets let fans taste victory.

Ragan Insider Premium Content
Ragan Insider Content

Cleveland football fans finally have a reason to celebrate—and so does Anheuser-Busch.

After going 635 days without a win, the Cleveland Browns finally notched a victory—overcoming a 14-point deficit to stun the New York Jets—and Budweiser helped the city celebrate, thanks to savvy planning.

As a marketing stunt, the brewer last month installed locked fridges full of Bud Light around the city that would open after the Browns won—providing free beer to exultant fans.

The promotion was received skeptically when it was rolled out months ago. As PR Daily previously reported:

The Verge wrote:

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.