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- Anheuser-Busch’s Natural Light beer partnered with Cash App, the mobile payment service developed by Square, in a cash giveaway around the Super Bowl on Feb. 3. Beer brand ‘Natty Light’ will distribute $53,000 to 151 fans through the payment app, helping them offset their monthly student debt payment and free up funds for a Super Bowl party, according to a company announcement.
- Each winner will receive $351, the average monthly student loan payment, during the big game to “ensure nothing stands in the way of throwing this epic party and splurging on the seven-layer dip, an order extra wings and another rack of Natty,” the brand says.
- Fans over 21 can enter the contest by sharing their party plans on Twitter, Instagram or Facebook from January 22 until the end of the game. To qualify, entrants must add the hashtags #NattySB, #Sweepstakes and their Cash App username to their social media post. The beer brand has also pledged $10 million over the next 10 years to help fans pay off student debt.
Insight:
Promoting Natural Light with Cash App will likely help boost downloads of the payment app, which last year overtook PayPal-owned Venmo as the most popular in the US by number of downloads. by Yahoo Finance. Both apps also face competition from Zelle, a similar app run by banks such as JPMorgan Chase, Bank of America and Wells Fargo. The joint campaign between Cash App and Natural Light is clearly aimed at millennials and older members of Gen Z who are more comfortable than older generations with mobile payment technology and out of college. with record levels of debt. The campaign also helps showcase Natural Light’s commitment to its loyal fans and the social causes that influence their purchasing decisions.
The Cash App deal accompanies a 60-second Super Bowl ad in five US cities with some of the highest student loan debt, including Columbia, South Carolina; Jackson, Mississippi; Little Rock, Arkansas; Raleigh, North Carolina; and Richmond, Virginia. The announcement, which builds on the Anheuser-Busch brand’s efforts to relieve fans of mounting college debt, will feature the winners of last year’s Super Bowl drawhighlighting videos they submitted on social media describing their inspiration for going to college.
In addition to Super Bowl advertising and the Cash App promotion, Natural Light also plans to relaunch a raffle this spring which debuted last year. The beer brand will share $1 million among 70 winners who will post a video on social media by May 18 explaining their college inspiration. They must include a green dollar-shaped tab found on limited-edition cans and use the hashtags #NattyStories and #Contest in their posts. Leveraging the common experience of student loan repayment, holding the contest seems like a clever game by Natural Light to inspire users to create and share videos on social media. Running the contest two years in a row suggests that last year’s efforts were successful in increasing brand awareness and generating a positive return on investment.
