Natural Light offers to pay down college debt in regional Super Bowl ad

Anheuser-Busch beer brand Natural Light will run a 30-second commercial during the Super Bowl in 10 regional markets to promote a sweepstakes in which it’s giving away a total of $1 million to current and former college students to help them pay off student loans, according to a company press release shared with Marketing Dive. The video has also been released on YouTube.

The video, created by Vice Media-owned creative agency Virtue, shows a gaggle of college students using a homemade slip-and-slide down a dorm hallway. “New Girl” actor Jake Johnson is the campaign’s spokesperson.

To enter the contest, consumers must post a video on social media describing their “inspiration for going to college” with the hashtags #NattyStories and #Contest and include a shot of a new green pull-tab from cans of limited-edition Natural Light. Twenty-five winners will receive $40,000 each to help pay down their debt.

Dive Insight:

Tapping into the common experience of paying off student loans, as debt plagues many consumers, the campaign seems like a smart play by Natural Light to drum up some incentive for users to create and share videos on social media. According to the Federal Reserve, 44.2 million Americans have student loan debt, totaling nearly $1.5 trillion.

In the campaign, the beer brand aims to reach college drinkers 21 and older in 10 markets that have a high population of students and recent graduates, a key target audience for the brand. The locations include Madison, Wisconsin; Kansas City, Missouri; Cincinnati and Pittsburgh, according to Advertising Age. The video brings home the brand’s message that debt shouldn’t overshadow memorable, if not rowdy, college stories.

Read more at Marketing Dive:

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