As college campuses around the world shuttered to stop the spread of COVID-19, many college seniors were left devastated at the prospect of not having a graduation ceremony. However, beer brand Natural Light is now stepping up to give them an epic, digital graduation.
Using Facebook Live, Natural Light will celebrate graduates around the world on May 14th. The commencement ceremony will be held on the brand’s Facebook page and graduating seniors are encouraged to sign up to have their name featured on the brand’s commencement website. The event will feature distinguished speakers including Mark Cuban and actress Jane Lynch, offering words of wisdom and helping the brand make a “commencement ceremony actually fun.”
The virtual ceremony could help boost the morale of seniors disheartened that they will not get an in-person ceremony. The spirit boosting effort could resonate with the young audience of college seniors and help Natural Light differentiate itself from other beer brands, according to a Gartner report. The event could also help Natural Light build goodwill and position itself for a growth in sales following the pandemic. The brand has a history of supporting college students, including its annual Natty Light College Debt Relief Program, which provides $1 million in debt relief each year to help students pay back loans.
Natural Light is lifting the spirits of crestfallen college seniors with its virtual commencement. The ceremony could provide the perfect distraction for students and their families disheartened by current circumstances, who could choose to celebrate in real life with a can of Natural Light.