Building on the success of the Red Light – a physical light that flashes when home teams score a goal – Budweiser created “Light Up the Nation,” which included a 30-foot high Red Light that toured the country and made its final stop in the Canadian Arctic. Following this, Bud launched a goal-synced beer glass and packaged it in specially marked cases in stores. Fans could then sync the glass with the brand’s app and celebrate Canada’s goals at home and inside bars. The brand also made its presence known inside arenas where it gave attendees Red Light glasses to drink from during live games. Budweiser dimmed stadium lights and thousands of glasses would flash during certain parts of the national anthem. The arena also lit up when home teams scored a goal, and the brand partnered with Hockey Night in Canada to show branded footage of the games in highlight reels. And finally, Bud partnered with Rogers to capture footage of Canada’s goals and then upload the content to a “Goals” page within Sportsnet.ca. The team then sent Budweiser Red Light app users a notification on their device, inviting them to view the goal highlights for their favourite cities.