Ever wished your grill could do everything? Bud Light and Traeger Grills just dropped the ‘Traegerator’ – a keg-meets-grill marvel! NFL stars George Kittle and Baker Mayfield are showcasing this ultimate tailgating machine in a throwback 90s infomercial. What ingenious inventions will brands dream up next to win game day?
As tailgate season ignites across the nation, Bud Light has strategically partnered with Traeger Grills to introduce an innovative device dubbed the “Traegerator,” a groundbreaking fusion designed to redefine the quintessential pre-game experience. This collaborative endeavor showcases a multi-functional machine that integrates essential tailgating components into one sleek, branded unit, marking a significant move in experiential Sports Advertising for the beverage giant.
The Traegerator stands out as a novel keg-meets-grill creation, engineered to cater to every tailgater’s needs. Beyond its primary function as a high-performance grill and a beer dispenser, the unit boasts integrated speakers, ensuring that game day festivities are accompanied by a complete entertainment system. Its distinctive design, featuring a top that cleverly mimics a Bud Light can, underscores the brand’s presence without directly promoting alcohol consumption by active athletes.
To launch this unique product, Bud Light and Traeger Grills unveiled a spirited 90-second social video spot, meticulously crafted in the nostalgic style of 1990s infomercials. The commercial stars prominent NFL figures George Kittle, the dynamic tight end for the San Francisco 49ers, and Baker Mayfield, the adept quarterback for the Tampa Bay Buccaneers, adding celebrity appeal to the campaign.
This Content Marketing Strategy masterfully navigates the stringent advertising regulations imposed by the NFL, which typically prohibit active players from endorsing alcoholic beverages. By positioning the Traegerator itself as the focal point of the advertisement, rather than the beer it dispenses, the Anheuser-Busch InBev brand found a clever workaround to feature high-profile athletes.
Throughout the humorous infomercial, Kittle and Mayfield are depicted engaging with the machine, demonstrating its various features and capabilities with enthusiasm. Crucially, they never directly interact with or consume beer, maintaining strict adherence to the league’s policies while still leveraging their star power for the Traeger Grills Partnership.
Beyond the engaging video, Bud Light is actively driving social media engagement through an Instagram Social Media Sweepstakes. Consumers are encouraged to comment on a dedicated post using specific hashtags for a chance to win a personalized tailgate experience featuring the coveted Traegerator, directly linking digital interaction with real-world experiences.
This strategic deployment of novelty products and indirect endorsements is not an isolated incident within the beverage industry. Molson Coors’ Coors Light previously engaged Kansas City Chiefs Quarterback Patrick Mahomes to promote a branded flashlight, playing on the brand’s name, illustrating a growing trend of creative Sports Advertising to circumvent league restrictions.
The timing of the Traegerator’s release is impeccably aligned with the commencement of both college and professional football seasons, periods when NFL Tailgating becomes a cultural cornerstone. Grilling forms an indispensable part of this tradition, and Bud Light’s all-in-one creation consolidates key elements – grill, sound system, and beer – into a single, convenient solution.
Ultimately, this inventive campaign reinforces Bud Light’s long-standing commitment to making tailgate culture a central pillar of its Bud Light Marketing strategy. Through thoughtful brand collaborations and innovative product placements, the brand continues to connect with its audience during pivotal moments of the football season, solidifying its presence within the fan experience.
