How a National’s fan taking a home run to the chest earned Bud Light an estimated $8 million in free advertising.
In the second inning of game 5 of the World Series, Astro’s power hitter Yordan Alvarez smacked a missile of a home run that went blazing into the stands, heading straight for a National’s Fan named Jeff Adams.
Double fisting two cold jet blue cans of Bud Light, Adams was faced with a tough decision…
Drop his beers and catch the baseball or save his beers and take the baseball right off the chest.
Adams chose the latter.
Like a warrior king in shining armor taking an arrow for his beloved queen(s), Adams held tight to both beers, stuck out his chest as if he was going head to head with a raging bull and stood stoic as the bullet of a baseball shot against his rib cage and came tumbling to the ground.
Not a single drop was spilled.
Bud Light being the clever forwarding thinking brand that they are jumped on the opportunity with a series of tweets attempting to track the guy down, reward him with free beer and gain his permission to run an advertisement sharing with the world the valiant moment.
Not all heroes wear capes.
If Bud Light would have gotten down on their knees, tickled their privates with four-leaf clovers and sacrificed a goat as they prayed to the advertising Gods, they couldn’t have been given a better advertising opportunity.
For the remainder of the world series Jeff Adams, a salt of the Earth, working-class, guy’s guy of a man became the face of the Bud Light brand.
Memes were made.
T-shirts were printed.
GIFs were snickered at.
Clips were watched again and again and again.
All of which combined for what Bud Light estimated to be $8 million in free advertising…
And, while all us marketers can’t get this lucky…
We can certainly learn to pay attention.
Customers love stories and they love stories about other customers because they can slip into their shoes.
What made the Jeff Adam’s baseball-off-the-chest moment so brilliant wasn’t just its hilarity… it was because for Game 5 of the World Series, everyone in America was Jeff Adams.
By Cole Schafer.