BUD LIGHT BL6
Engine Shop
As the 2020 console wars between Xbox and PS5 heated up, Engine Shop concocted an earned media moment that would help Bud Light hijack the conversation, solidifying the brand’s relationship with gamers. We set out to not only design and build our own console from scratch (with help from our friends at Hello Monday), but to create a launch campaign that balanced innovative console release standards with Bud Light’s innate humor and quirky brand voice. Thus, the BL6 — a self-cooling six pack, meets portable projector, meets gaming console — was born. The ‘Coolest* Console Ever’ trolled industry norms, while boasting a truly unique technological wonder.
It took the internet by storm, earning 241 placements — including Hypebeast, The Verge, PCMag, Engadget, and GameSpot — and garnering 185M+ impressions. Engine Shop worked with popular streamer, Tim the Tat Man, who unboxed the BL6 live on Twitch and took it for a spin, confirming that this was more than a stunt. The BL6 was auctioned off for charity, raising $24k for the National Restaurant Association Educational Fund, and was so successful that the program was launched in the Canada market in the following weeks.
