Bud Light Platinum
Despite being the beer category leader, AB-InBev never rolled out a Twitter account for any of its dozens of brands. The biggest stumbling block rested on the lack of a proper age-gating solution. When one was created, they prepared their first foray into Twitter with Bud Light Platinum.
As the social strategist on Bud Light Platinum, I drafted and enacted a strategic action plan that met the stringent requirements of the alcohol industry’s communication standards, while giving the brand the flexibility and direction to use Twitter as a means of identifying Platinum moments (and people) in culture.