Budweiser came to their agencies and Facebook to develop a campaign for the Super Bowl based on their #BestBuds and #Salute direction. For Best Buds, we concepted a way to leverage the momentum of their Clydesdale and Puppy TV spot to create engagement on Facebook. We created posts that allowed people submit pictures of them with their best bud. Budweiser then made a video following the super bowl containing the UGC pictures collected with the sponsored post. For the Salute campaign, we democratized Budweiser's salute to one lucky soldier featured in their Super Bowl TV commercial to the rest of their community on Facebook. We inspired friends and family to tag their soldier's names in the comments of posts. This ultimately gave people a voice to share the people who laid down their life for America.