Bud Light is going online to engage consumers in the run up to football’s biggest game of the year, inviting fans of the brand’s Facebook page to guess the storylines to each of its three Super Bowl ads. If the Bud Light community is able to ‘Unlock the Spot,’ Bud Light will serve up a fourth, Internet-only ad exclusively to its fans.

Bud Light has begun posting images from each of its Super Bowl commercials on the ‘Unlock the Spot’ tab of www.Facebook.com/BudLight, with two additional images from each ad to follow over the next several days. The ads represent new chapters in Bud Light’s successful ‘Here We Go’ campaign, but no further information about the commercials will be made available. If its community can work together to correctly identify the storyline of each ad by February 5, Bud Light will unlock a special, Internet-only 90-second commercial ahead of its scheduled release after the broadcast of Super Bowl XLV on February 6.

Bud Light’s digital programming for the big game also extends to the brand’s experiential event in Dallas, the Bud Light Hotel. At the 193-room Bud Light Hotel, Bud Light will become the first brand to build an official Radio Frequency Identification (RFID) application on Facebook Platform for guests to share their experience with friends.

The unique service allows people to use a Facebook application to sync their Facebook account with an RFID-enabled token. By scanning the token at an RFID reader, users can automatically publish their activities at a particular event to their profile page without using a computer or mobile device. At kiosks throughout the event space, guests will be able to take and publish pictures directly to their News Feed with one swipe of the RFID bracelet.