Derek Jeter played his final home game in the Bronx for the New York Yankees on September 25, 2014. I was extremely fortunate enough to be present as such a legendary day in sports. Yankee Stadium was rocking, with fans of all levels, new, old, fair-weathered, passionate, injecting the hallowed venue with tremendous energy. Over 20 years, New York City witnessed Jeter lead the Yankees to five World Series victories, continuing the championship legacy of the pinstripes. For that, the Big Apple was, and is, appreciative for The Captain’s services. Jeter drove in the game-winning run at his last at-bat, and the ending fit for a movie didn’t really seem surprising. Rather it was the magic that fans expected whenever Jeter is on the field.

Almost hree years later on May 13, 2017, the Yankees will retire Derek Jeter’s number 2 to historic Monument Park with other legends like Babe Ruth, Joe DiMaggio, and Mickey Mantle. In commemoration, Budweiser produced a very touching tribute, “This Bud’s for 2”, signifying Jeter’s value to NYC. Catching real-time reactions from local bars, Yankee Stadium, and even Time Square, the spot highlights the genuine excitement that erupted when Jeter had his walk-off hit, but suddenly switches to sadness when we realized it was the end of Jeter’s career. In the bustling city of New York, the number 2 can be seen everywhere from trains to street signs to the local bodega. On May 13th, it’s not only the Yankees retiring #2, but NYC too.

In terms of brands, Budweiser is one of the best in creating emotional stories that resonate with people. It’s not always about selling beer, but it’s always about what beer can symbolize: celebration and congratulations. Joining forces with Derek Jeter who turned a simple number to his own personal brand,  Budweiser creates a powerful marketing piece.  The #2 is immortalized like the #23 with Michael Jordan. Brand Jordan had also produced its own Jeter tributes, which are just as good.

Check out the spot below.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.

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