Programmatic Lunch

Bud Light glass lights up when the Patriots score

David Murphy

Bud Light has gone experiential with its latest campaign, according to a report in Ad Age.

At last night’s NFL season opener between the New England Patriots and Kansas City Chiefs at Gillette Stadium, the beer brand handed out Bud Light Touchdown Glasses. The bases of the glasses are designed to light up blue after every Patriots scoring play, as well as when the team unveils its Super Bowl LI banner. The lights are controlled using in-stadium radio frequency technology.

Bud Light is also offering glasses featuring the Patriots and several other teams for sale online. They can be connected to a mobile app that causes the glasses to illuminate whenever the team scores a touchdown. The other teams featured are the San Francisco 49ers, Denver Broncos, Indianapolis Colts, New York Giants, New York Jets and the Oakland Raiders. There’s also a generic NFL glass.

The glasses were made by BuzzConnect, which describes itself as a maker of "live sports celebration products." Sports intelligence provider Stats LLC handled the data behind the program.

"We are always trying to find new innovations to engage consumers through our sponsorships and the 'Touchdown Glass' is a great example of how we're using the NFL to engage fans in unique ways outside of traditional stadium signage," Andy Goeler, Bud Light's VP marketing said in a statement to Ad Age. "Innovations like this coupled with in-stadium assets along with our TV and digital inventory ensure that we're engaging NFL fans wherever they are."