“It’s maybe the greatest promotion in the history of promotions.” - Joe Buck

The Cleveland Browns came to Bud Light in 2018 with a unique problem. Their loyal fans, after suffering through an 0-16 winless season, were in a dark place. The Browns felt like things were about to change, and the team would finally give fans something to cheer for - and they wanted Bud Light’s help.

We knew that we wanted to give the fans free beer when the Browns finally won a game, but this led to a whole series of problems and questions. Would they win in Week 1, Week 14, or at all? Would the team be home or away? Fans would want to celebrate the second the game expired with the Browns ahead, but how can you plan for such a moment?

With these constraints, the Cleveland Browns Victory Fridges were the only solution. We’d give them the free beer before the season, but put padlocks on the fridges set to remotely unlock the moment the Browns finally won.

As soon as the Victory Fridges appeared in bars across Cleveland, the fans embraced the campaign, and “Open the Fridges” became a rallying cry fans in Cleveland and across the country jumped behind.

When the Browns finally defeated the New York Jets on Thursday Night Football, ending a record-setting 635 day winless streak, the entire country exploded in celebration, leading to the Victory Fridges being the only PR Stunt to ever be inducted into the Pro Football Hall of Fame in Canton.