IN HONOR OF HIS 19 YEARS IN PINSTRIPES, BUDWEISER RETIRED DEREK JETER’S #2 ALL ACROSS THE CITY THAT LOVES HIM.

 
 

THE OPPORTUNITY

Derek Jeter transcended the sport of baseball. And when he retired in 2014, brands from Nike to Gatorade honored him with commercial tributes. So when it came time to retire his #2 jersey in 2017, how could Budweiser — the official beer of MLB — pay tribute in an ownable way?

 

WHAT WE DID

This moment wasn’t about Jeter’s retirement from the sport. It was about honoring his 19-year career playing for the Yankees. So in true New York fashion, we set out to create a digital video retiring the number 2 all across the city that loved him.

 

HOW WE DID IT

From briefing to final output, the team had two weeks to concept, execute, and edit in order to hit social feeds ahead of the official retirement ceremony. That weekend, we supported the video with digital OOH in New York and 2-for-1 Budweiser deals in bars across the city.

 

THE RESULTS

The video resonated with both die hard Yankees fans and their biggest rivals. And we didn’t just send off one of baseball’s biggest legends with a :30 commercial. We told a nostalgic, long-form story that resonated with consumers from all corners of the country.

 
 
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