# Illuminating Hockey Campaigns Andrew Oosterhuis Gives an Insider Look at the Budweiser Red Light By Laura McQuarrie | Published 2016-04-05 | TH Video Source: Trend Hunter, https://www.trendhunter.com/trends/budweiser-red-light References: [budredlights](http://www.budredlights.com/) & [budweiser](http://budweiser.ca)  Back in 2013, [Budweiser](https://www.trendhunter.com/trends/budweiser-campaign) launched the original Budweiser Red Light, a [Wi-Fi-enabled goal light](https://www.trendhunter.com/trends/prime-monday-night-hockey) that lights up when a favorite team scores a goal. This year, the brand supersized the idea with its #LightTheLamp campaign and toured a 20-foot version of the lamp across Canada. When The Red Light made its stop at Casey's Bar and Grill in Toronto, Trend Hunter had the chance to chat with Andrew Oosterhuis, Director of Marketing at Budweiser, who says: "Together, we hope to light up the hockey world." At each stop, [hockey fans](https://www.trendhunter.com/trends/the-espn-chirpline) have the chance to become part of the experience by having their name etched on the towering goal light. After beginning its journey in New Brunswick at the end of February, Canada's Goal Light will make its last stop in Vancouver on April 9th, 2016. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 9% | Activity: 37% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [TH Video](https://www.trendhunter.com/thvideo) > [THTV](https://www.trendhunter.com/thtv) ## Key Themes ### Why This Trend Is Growing - **Wi-fi-enabled Goal Lights:** Opportunity for other sports teams and brands to create their own Wi-Fi-enabled goal lights for fan engagement and excitement. - **#lightthelamp Campaign:** Opportunity for brands to create large-scale campaigns that tour across different locations to engage with consumers and create memorable experiences. - **Etched Goal Lights:** Opportunity for sports teams and brands to personalize goal lights for fans, creating a sense of ownership and loyalty. ### Industries Being Reshaped - **Sports Entertainment:** Disruptive innovation opportunity: Companies can develop interactive and customizable experiences for sports fans to enhance their engagement and loyalty. - **Marketing and Advertising:** Disruptive innovation opportunity: Brands can create unique and immersive campaigns that directly engage with consumers and leave a lasting impression. - **Sports Merchandising:** Disruptive innovation opportunity: Companies can offer personalized merchandise, like etched goal lights, to fans, creating a deeper connection between the brand and the consumer. ## Related on Trend Hunter - [Hockey Fan-Targeted Beers](https://www.trendhunter.com/trends/big-deal-brewing.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md) - [Playful Hockey Campaigns](https://www.trendhunter.com/trends/beard-in-a-box.md) - [Hockey Hero-Celebrating Campaigns](https://www.trendhunter.com/trends/hockey-heroes.md) - [Beer-Branded Pride Camps](https://www.trendhunter.com/trends/bud-light-camp.md) - [Ice Shanty Beer Campaigns](https://www.trendhunter.com/trends/busch-light-ice-shanty.md) - [Beer-Branded Basketball Experiences](https://www.trendhunter.com/trends/draught-draft.md) - [Nostalgic Infomercial Grill Spots](https://www.trendhunter.com/trends/bud-light-x-traeger-grills.md) - [Reactive Fan-Based Football Campaigns](https://www.trendhunter.com/trends/coors-light-coors-light.md)