Budweiser’s ‘Light Up the Nation’ goal-synced glass campaign integrated innovation, promotion, and sales-driving tactics in the beer category. This campaign allowed Budweiser to turn its physical product into media while using a blended approach that tied the brand directly to one of the most powerful sports moments in Canada, the hockey goal. Within three weeks, Budweiser had over 500,000 Goal-Synced Glasses in the hands of hockey fans, driving brand association to the sport while generating a promotion that elevated the game watching experience for fans. This case includes evidence of increased consumption during the promotion in participating areas.