Gamification is the practice of adding game elements to your product or service to increase engagement and feedback. And BUD LIGHT has thrown their hat in the ring in a big way.
During yesterday’s (Week 2) NFL football games, I saw this commercial at least half-a-dozen times.
If you can’t watch the video for some reason, the point is this: every Bud Light bottle is a player in Bud Light’s Fantasy Football. Win at Bud Light Fantasy Football and win tickets to the Super Bowl!
Their press release provides the exciting details.
Each code represents a NFL team’s position, and the more bottle codes players collect, the more roster options they will have to choose from. Players will be required to replenish their starting teams weekly through their rosters or by entering new codes.
“With the Bud Light Fantasy Football League, we’ve taken traditional fantasy football and put our own spin on it to make it more accessible to all fans,” said Mike Sundet, vice president, Bud Light. “There are nearly limitless team combinations, and every Bud Light bottle represents a new roster option. It’s one more way for fans to stay connected to the NFL, and best of all, it offers the chance to take home bragging rights – and prizes – each week of the season.”
The Bud Light Fantasy Football League consists of 17 weeks of activity, corresponding with the 17 weeks of the NFL regular season. Rather than the head-to-head format seen in traditional fantasy leagues, FFL users will compete against an entire NFL team-specific division. Fans can play periodically – competing for more than 13,000 weekly prizes – or all season long. One Bud Light Fantasy Football League grand-prize winner will receive a trip for two to Super Bowl XLVII in New Orleans. Additional divisional prizes include 32 trips for two to the 2013 Pro Bowl in Honolulu, 800 sets of tickets to NFL regular season games and Bud Light prize packs.
In addition to having nearly a billion specially marked bottles hitting store shelves this summer and fall, the Bud Light Fantasy Football League will be supported by custom TV creative throughout the season and retail activation.
Holy crap! Sounds like fun! Especially if you’re out of work and want to feel like you’re doing something with your day. I can’t think of anyway that applying coercive game mechanisms to drinking more alcohol could go wrong. Surely, this doesn’t encourage bingeing behavior.
But hold on, you’re saying. Stop being a prude. This is the new era of marketing. It’s hip AND responsible! They don’t let you enter an unlimited number of codes. They’re not trying to literally drown you in beer. That would be crazy. That would be irresponsible. That would encourage wild over-consumption. They would never do that.
And you would be right. They don’t do that.
No, they limit drinkers to inputting 30 codes per day.
See? Alcoholism has never been so fun!
What do you think? Is this gamification gone too far? Does this kind of marketing encourage responsible drinking or over-consumption? Is this a bridge too far?
Tell us in the comments!