Over 5,000 Bud Light samples shared, even more beer purchased, and an experience for all college football loving fans to enjoy…all thanks to Bud Light. You can bet that the next time one of these fans goes to purchase beer, they will think of this tailgate and choose Bud Light!


Bud Light wanted to reach and engage college loving football fans for the very first game of the 2019 College Football Season (UF vs UM) and the World’s Largest Cocktail Party game (UGA vs UF). Showcase and provide over 5,000 samples of their newest light lagers (Orange, Lime & Lemon Tea), surprise and delight college football fans in a fun and immersive tailgate experience and create a lasting brand impression as the catalyst for great times with great friends.


Innovative Group created the ultimate Bud Light experience and allowed fans the perfect view from atop of their exclusive Skyview rooftop suites. Each suite paid tribute to the variety of Citrus Peel flavors and Bud Light Classic, and each suite also brought a different experience…from free samples of Bud Light, to VIPs enjoying a private, air-conditioned experience with Barstool Sports, to great Bud Light “dorm” photos being shot, and a private meet and greet with the band Locash.

As guests entered the activation through an arbor of brand centric citrus trees and scentscapes, they were met with a fully immersive experience complete with interactive games, music, multiple Brand Ambassador tasting bars, and a view from atop the ultimate tailgate rooftop suites – The Skyview suite. Over 5,000 beer samples shared, Barstool Sports shirts, and other great Bud Light themed merchandise was handed out.

An elevated hospitality experience for a premier brand at arguably the two biggest tailgate functions in all of College Sports for thousands of attendees! Now that’s “Keeping it Crisp.”