labatt x buffalo bills playoff hype Video

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On January 24, 2021, #BillsMafia found themselves in territory they hadn’t seen since 1994. The AFC Championship game. In fact, for the first time in recent history, the Buffalo Bills spent the entire season as a true championship contender, ultimately making an appearance as a worthy foe for the ascendant Kansas City Chiefs in the AFC title game.

Few brands are as closely intertwined with a city as Labatt Blue is with Buffalo. And few fan bases are as notedly passionate as the table-smashing, long-suffering denizens of #BillsMafia, a group known for consuming massive quantities of Labatt Blue in both celebration and commiseration.

Together, the Buffalo Bills and Labatt Blue are a truly iconic duo, and the team at Mr. Smith had the distinct privilege of crafting a social media campaign designed to further cement this legendary connection. That campaign culminated in the AFC title game. To get fans of the Bills and Blue ready for the game, we created the hype video seen below.