Incorporating its larger #UpForWhatever campaign, Bud Light’s activation will turn the Hotel Palomar Phoenix at CityScape into an entertainment venue. The brand, which is working with agency Weber Shandwick, will reward only party-goers who prove they are ‘truly up for whatever happens next’ with entry through a social media competition.
The experience promises to feature a fully-immersive experience of parties and unique activities. There will also be performances from acts geared towards a millennial crowd, including DJ Steve Aoki.
Alexander Lambrecht, Bud Light’s vice-president, said: "Our fans have really enjoyed the ‘Up For Whatever’ activations we’ve done this year, from the ‘Epic Night’ spot at Super Bowl XLVIII to this summer’s incredible Whatever, USA, experience in Colorado. The Bud Light House of Whatever will keep that spirit going, so expect it to be the most unique party experience in Phoenix.
"Our goal is to make Bud Light House of Whatever more than the sum of its parts. By that we mean that while we’re intent on creating an amazing experience for everyone who gets to attend the event, we also want to create digital and video content that’s interesting and intriguing for people even if they aren’t in Phoenix."
Other activations planned over the weekend include FedEx’s Air and Ground Fan experience, which tests and captures guests’ American football skills; Wilson’s Football Factory, which explores how the Super Bowl’s game balls are manufactured; and Microsoft’s Sideline Experience, which features an Xbox One challenge and interactive photobooth.
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