Anheuser-Busch teamed up with a mobile payment app, Cash App, to give out $53,000 to 151 Super Bowl fans to help pay off their student loan payment so they’re able to put on an epic Super Bowl party. Entry into the competition asks fans to upload their Super Bowl plans to Twitter, Instagram or Facebook with the hashtag “#NattySB” establishing broad awareness across multiple social platforms. Along with this Super Bowl initiative, Anheuser-Busch declared that it would give back $10 million in the next decade to help fans pay down their student loans.
Using a high-profile platform such as the Super bowl, allows brands like Natural light and Cash app to launch new initiatives to garner higher engagement. This new partnership shows how both brands chose to work together due to their shared audiences. Anheuser-Busch can connect with a new, younger audience, while Cash App is essentially being promoted to receive new users/downloads. The younger 21+ crowd are most likely all reeling from the pains of having student loan debit fresh from college graduation and more likely to be acquainted with the company of affordable beer. Super Bowl now stretches beyond just the Sunday, it is a full-on campaign that runs before and after. Cash App has the opportunity to utilize its newly registered users post-Super Bowl to keep them engaged on the app.
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