Consumers of all ages use Facebook to digitally connect with friends, and now consumers of legal drinking age can use the social media site to serve up some friendly fun in real life.  Building off the idea that beer is the original social media, Anheuser-Busch partnered with Facebook to pilot its Bud Light Birthday and Buds for Buds online sales programs for users in the Chicago and Denver markets in early September. The company plans to expand the programs nationwide
next year.

Both programs use Facebook to display posts in users’ News Feeds to encourage them to gift a free birthday Bud Light to a friend or buy a Budweiser for a friend to celebrate another occasion. In both cases, recipients will be sent an online voucher, which they can redeem in person at a local bar or restaurant upon showing a state-issued ID to verify their age, the company says.

Also bridging the gap between the digital and physical worlds is the ALS Ice Bucket Challenge. Although the idea is to dump a bucket of ice water on your head and/or donate to an ALS charity, many individuals and companies have also turned their digital videos into physical contributions.

For example, Fireman’s Brew took the challenge inside its 42-degree beer cooler and then promised to make a donation to support ALS charities. Market Garden Brewery added its own spin and did a beer-dump challenge and pledged to donate $1 for every Hop Drive Session IPA sold Aug. 21-24.

 The Beverage Industry team, along with some of its sister publications, also participated in the ALS Ice Bucket Challenge, and now I’d like to challenge you to join in the fun. Tweet your videos to @BeverageInd and check out our video at youtube.com/beverageindustry.