Goals are one of the best and most exciting parts of a live hockey game – the tension, the roar of the crowd and the red scoring light are all part of an experience that can’t be recreated at home. Until Budweiser made a collectible version of the red light for hockey fans, which could be connected to WiFi and synced to goal scores on live TV games. They launched it with a 60 second Super Bowl ad and a full marketing campaign in traditional and social media.

The first release sold out on the first day and unique site visits went up by 3317%. At the time, it earned over 54 million in media impressions, reaching the entire Canadian population of 34 million people.