Stuzo had designed and developed the Bud Light Port Paradise 4 social experience in 2011, and this year the goals were to make it bigger and better, with advanced leverage of the new Facebook functionality afforded with the Custom Open Graph (OG).
For the 2012 edition of Port Paradise, Bud Light launched a Facebook experience optimized for the mobile-web and a social microsite, both of which worked in parallel to capture entries, allow consumers to create their custom crews, and collaborate to win tickets to one of the biggest concert events of the year. Users tracked progress through the experience, while keeping up with concert line-up new and engaging with rich content within the social microsite. Rich social stories poured through the Facebook Graph as consumers began creating and sharing crews, and beautiful aggregations began appearing on user's Timelines as they racked up sweepstakes entries.
The fifth iteration of Bud Light Port Paradise did not disappoint fans, as 1.5 million new fans were brought into the fold. Across all three platforms, over 775,000 crews were created and roughly 11,800,000 social impressions were pushed out to the Graph for branded distribution.