For Bud Light, we developed an interactive web app that elevated basketball passion to a whole new level during the NCAA, the largest college basketball tournament in the U.S. Fans submitted their predictions, tracked results in real time, and earned extra chances with every correct guess—boosting daily engagement and anticipation for the final sweepstakes, which featured exclusive prizes, including a trip to the finals in Las Vegas.
With direct integration to the official NCAA schedule, the platform combined entertainment, gamification, and live data in a high-impact digital experience, strengthening the brand’s global presence during one of the most-watched sporting events on the planet.
Create an interactive platform for Bud Light consumers and NCAA fans
Ensure real-time updates of official results after every match
Capture qualified leads within the brand’s target audience
Maintain high levels of engagement throughout the tournament
Over
700,000
predictions
submitted and 10,000 registered users
We crafted a simple, intuitive, and rewarding engagement journey. Every detail of the experience was designed to provide delight and encourage repeat visits to the web app whenever users were immersed in the NCAA context—watching games, reading about them, or discussing with friends. The result: a seamless and memorable interaction.
Leveraging years of expertise in AB InBev’s global projects, we mastered all technical and regulatory requirements. The main challenge was implementing robust anti-fraud features and ensuring near real-time updates of game results without compromising performance or reliability.
Beyond entertainment, the project played a strategic role in lead generation. Every registration within the web app was integrated directly into AB InBev’s database, strictly following the company’s privacy, consent, and compliance policies.
One of the project’s highlights was the speed of score updates. Immediately after each game ended, our team entered the official results into the system, validating predictions without delay and reinforcing users’ trust in the platform.
Interactive Prototype: a functional version that anticipated the final web app experience.
UX Writing: strategic copy to guide and engage users with clarity.
UX/UI Design: intuitive and visually appealing interface, designed to encourage repeated use.
Back-End & Front-End Development: robust, scalable, and responsive architecture.
Infrastructure: secure and reliable environment prepared for high traffic volume.
Web Analytics: continuous monitoring to optimize performance and results.
Anti-Fraud Protection: advanced mechanisms ensuring the integrity and trustworthiness of the experience.
