After spending concerted energy and making sizable investments in e-sports sponsorships, Bud Light turned to Engine Shop to forge a deeper connection with the gaming community and help legitimize its position as “The Official Beer of Gaming.”

Amidst the heated next-gen console war, Engine Shop ensured Bud Light was there to cool things off. Enlisting the help of a few visionaries (and a couple of beers), Engine Shop developed the coolest console ever: the BL6. This self-cooling 6-pack-inspired system was 1-part koozie, 1-part console, 1-part projector, and a full-on party that revolutionized how gamers game and beer. The surprise creation and console drop served as the centerpiece of an integrated campaign featuring a steady drumbeat of authentic moments that earned Bud Light the crown as the Official Beer of Gaming.