By Alesandra Dubin Posted March 29, 2010, 7:03 PM EDT
The onset of spring means budding bulbs and Peeps candies in some parts of the world. In Las Vegas, it means the casinos' whopping pools open for the season to big, eager crowds. And taking advantage of one of the area's most popular pools was Bud Light, which teamed up with the Hard Rock Hotel & Casino to host an event series known as the “World’s Largest Pool Party” from March 17 through 21 at the hotel’s new HRH Beach Club pool paradise.
On the heels of the brand’s 11-day hotel takeover in South Beach for the Super Bowl, during which Anheuser-Busch gave the Doubletree Surfcomber Hotel on Collins Avenue a total rebranding as the Bud Light Hotel, the beer brand took over the Hard Rock's pool for five days. Among the festivities were a reception hosted by the Ultimate Fighting Championship on March 19, a private All-American Rejects performance on March 20, and thousands of Bud Light drinkers—all 21 and over, of course—hanging out by the pool throughout the weekend. (To reinforce the brand's public commitment to enforcing the drinking age, Anheuser-Busch provided I.D.-checking materials for the hotel staff as part of its We I.D. program, including drivers’ license books and legal-age calendars.)
“Bud Light is always at the center of the action,” said Bud Light brands senior director Mike Sundet in a release. “With St. Patrick’s Day, spring break, and March hoops taking place the same week, we couldn’t think of a better time to bring 3,000 adult Bud Light drinkers together to celebrate at the World’s Largest Pool Party.”
ABC’s Jimmy Kimmel Live sent correspondent Yehya Mohamed to be an honorary lifeguard, and to introduce the All-American Rejects for the live music segment on a future show broadcast. Sirius XM’s Covino & Rich also broadcast their satellite radio show from the event. Rounding out the multimedia components, Bud Light partnered with Ustream to stream live video of the All-American Rejects concert.