Bud Light Gives Rock Paper Scissors Olympics Aura
The winner of this year’s Bud Light Rock Paper Scissors competition will take home a gold medal from Beijing.
The third annual Rock Paper Scissors League Championship won’t be an Olympics sport, but Bud Light is turning child’s play into an international competition with the climactic round to coincide with the summer games.
The U.S. winner, winnowed from a field of 300 regional champs to compete in June for the national title in Las Vegas, will take home $50,000 before proceeding to the international finale. The runner-up will win $5,000.
Champions from Canada, Guam, Hong Kong, Ireland and Malaysia will go up against the U.S. champ for the first time, with a faux gold medal—and the trip to Beijing—as the ultimate prize.
“This was kind of a natural promotion. It ties nicely to our Olympics sponsorship,” said Bud Light director Rick Leininger.
Tournaments are currently underway in 300 markets nationwide through April 30, promoted by local wholesalers at local bars. Some Bud Light sampling is part of the promotions, where it’s permitted. Competition in the five other countries is being conducted concurrently.
The brand’s core demographic target is 21 to 27 year olds. But Leininger said Rock Paper Scissors draws competitors aged 21 to over 50, with a good mix of male and female players and a broad ethnic mix as well.
The idea of using the basic child’s game as a vehicle is intended to convey a sensibility about Bud Light.
“The brand’s all about fun and social interaction,” Leininger said. “This is one of those types of promotions that anybody can win.”
