The challenge was to generate digital chatter with the message that good times escalate with Bud Light.
In fact, they literally start when you open one.

The campaign featured a viral video of friends creatively opening Bud Lights, escalating from a twist-off
to caps being blasted off by rockets. The campaign also incorporated a "Escalated Openings" Facebook page
and a viral site where people could submit videos of creative ways to open Bud Light.
All designed to generate buzz. From the opening.