Social ‘media’ has undoubtedly acted as the catalyst in creating a more connected, social world in the digital space, but humans have been ‘social’ long before the advent of Facebook et al.

This brilliant new campaign from Bud Light uses special labels on its bottles that drinkers can etch messages on using a key or blunt object, penning anything from a name or party invite to a mobile number.

Although undoubtedly a gimmick, this is a great piece of marketing that taps directly into our fascination with being social, sharing and communicating with each other – yet the only social ‘media’ being used is a glass bottle.

Needless to say, there’s support for this campaign on the brand’s Facebook page, ensuring that interaction and engagement can continue into the online space through established social media platforms.

But the pertinent point is this: Bud Light started this campaign by creating something that taps into our fundamental psychological fascination with communication and being social.

Of course, social media allows us to reach and engage with consumers in authentic new ways never before seen. But at the very heart of any social strategy, we need to remember that, like the Bud Light bottle, we need to appeal to real people in ways that fascinate and engage them.

Callum Saunders digital marketing manager at The Stopgap Group.