Building on the success of the Red Light – a physical light that flashes when home teams score a goal – 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 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.