Bud Light & Fusion Marketing Earn National Recognition for Bud Light Hotel Indianapolis

From Anheuser-Busch & Fusion Marketing:

ST. LOUIS, MO–(May 30, 2013/mbb/) – Bud Light and Fusion Marketing, an experiential and brand marketing agency based in St. Louis, were recognized earlier this month at the Ex Awards for the Best Production of a Consumer Event for the 2012 production of Bud Light Hotel at Super Bowl XLVI in Indianapolis.

The Ex Awards are recognized as the highest honor in experiential marketing and are awarded annually at the Event Marketing Summit in Chicago, hosted by Event Marketer magazine.

"The Bud Light Hotel is our flagship brand experiential activation, and it takes a tremendous team effort to transform a standard hotel into a one-of-a-kind destination for Super Bowl week entertainment," said Rob McCarthy, vice president, Bud Light. "With the help of Fusion, we’ve been able to do just that to create a memorable consumer experience that exemplifies our NFL sponsorship and captures the personality of the Bud Light brand perfectly."

"We work in a fun business and we have an excellent client in Bud Light, but it’s hard to place anything above recognition from your peers," said Bill Decker, president and chief executive officer of Fusion Marketing. "We are honored to have won an Ex Award for our work on the Bud Light Hotel, and we look forward to creating more great experiences for our clients and their fans."

The Bud Light brand team challenged Fusion Marketing to deliver a fully integrated brand experience that would engage their key stakeholders (partners, customers and consumers). The solution was the Bud Light Hotel, an immersive experience that transformed an entire downtown Indianapolis hotel into a premier destination.

To create the Bud Light Hotel in Indianapolis, Bud Light took over an entire hotel and the surrounding city block, converting it into a fully-branded event space. From the marquee building signage, to the 35,000-square-foot tented event space, all the way down to the shampoo bottles, the entire footprint was rebranded to become the Bud Light Hotel. The agency worked closely with strategic partners and sponsors (including EA and Under Armour) to put on four nights of amazing lifestyle events, including performances by 50 Cent, Neo, The Roots, Snoop Dogg, and Pitbull. The Bud Light Hotel was a hub for entertainment, concerts, parties and constant brand interaction.

"We worked together with the Bud Light team and our partners to create an amazing experience thousands of consumers enjoyed," said Decker.

Bud Light and Fusion Marketing originally created the Bud Light Hotel for Super Bowl XLIV in Miami in 2010. Since then the agency has executed Bud Light Hotel at Super Bowl XLV in Dallas in 2011; Super Bowl XLVI in Indianapolis in 2012; and Super Bowl XLVII in New Orleans in 2013.

A complete listing of the 2013 Ex Awards can be found here: http://emsummit.eventmarketer.com/exawards/

This is the second award for Bud Light Hotel Indianapolis, which also named the Best Brand Activation at a Live Event at the 2013 Cynopsis Sports Media Awards.
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