Bud Light Seltzer was in everybody's coolers but for some reason White Claw was the hard seltzer in everybody’s memes. Making Bud Light the most memeable seltzer was work best left to a real professional—and Bud Light didn’t have anyone on the job, because that job didn’t exist. Until we invented it.
We launched a nationwide search for Bud Light’s new CMO: Chief Meme Officer. A real job with a real salary.
We created a job posting and a website for applicants. Then we gave the fans some meme templates and let the internet do what the internet does best. Resulting in:
And a finals listing on the Webby Awards.
Here’s an Adweek Interview and a case study video for more context.