After over a year of wedding postponements, summer 2021 was gonna be big, and every single beer brand was looking to capitalize. Bud Light Had a budget of approximately 1 bajillion dollars. Sam Adams had 20k. We needed to generate engagement without breaking the bank. So we invited people to win a free open bar on us. The catch? They had to mention Sam Summer Ale in their vows.
We announced the prize on social with some inspired examples:
Jimmy took notice.
And then Matthew Perry did it. Not THE Matthew Perry, just a guy named Matthew Perry. Still somewhat cool, though. And if you’re wondering if I find it invasive that I uploaded a complete stranger’s wedding ceremony to my Vimeo account, the answer is no. No I do not. Because I love love.