"So it's like... a big party?"
Even by beer industry standards, Whatever, USA promised to be a leviathan. Part contest payoff, part crowd-sourced beer commercial, part music festival, the "whole-town takeover" cost Bud Light a $500,000 "donation" to the municipality (according to The New York Times), which unlocked temporary ordinances, access to public resources, and carte-blanche to transform the alpine burgh into an invite-only, azure-hued adult amusement park.
On top of that, the brand -- AB InBev's flagship -- spent an untold-but-certainly-enormous sum flying out & putting up the 1,000 contestants who uploaded adequately eccentric YouTube video responses to branded prompts.
Don't forget all the traditional TV advertising, either. Since late 2013, the Whatever campaign had been churning out occasionally viral ad spots with a bevvy of not-cheap celebrity talent. Minka Kelly, Don Cheadle, and Reggie Watts all played ball with the brand. Arnold Schwarzenegger, who is, by this point, a living meme amongst the 20-somethings and, therefore, tirelessly courted by beer brands, played actual ping-pong and appeared to be average at it.