The Drum Awards for Marketing - Entry Deadline

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Date: Jan 2019
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‘Natty Light’ is not only bringing back its College Debt Relief Program in 2019 but has also pledged to give away $10,000,000 over the next 10 years to help pay down student loans. It will use its Super Bowl time to promote that fact.

Natty Light beer gave a collective $1,000,000 last year to fans across the country to help offset the crippling $1.5tn in collective student loan debt across America.

In 2019 alone, Natty is back with $1,000,000 in the pot to help over 70 individuals pay down their student loans. A chance at a slice of that million is as simple as posting a video to social media with your inspiration for going to college. The contest runs all the way to this year’s college graduation season (May 18).

Natty Light isn’t stopping at a million, however. The company will also be airing a local Super Bowl ad in five of the top 10 cities hit hardest by student loan debt. The spot contains testimonials and video submissions from the contest’s 2018 winners.

In addition, the brand is also teaming up with Cash App to pay out a collective $53,001 during Super Bowl 53 to 151 lucky fans who share how they’re celebrating the big game this year. Each fan will get $351 (the average monthly student loan payment according to Student Loan Hero) to make sure their monthly loan payment doesn’t stop them from having the gameday celebration they deserve.