Nebraska scores the best March Madness promotion with 'unlock the fridge'

Nebraska scores the best March Madness promotion with 'unlock the fridge' originally appeared on The Sporting News . Add The Sporting News as a Preferred Source by clicking here . Anheuser-Busch is tapping into both history with a creative, fan-driven promotion tied to Nebraska men’s basketball and its long-awaited NCAA Tournament breakthrough.

Ahead of the Cornhuskers’ first-round game, the beverage giant unveiled a March Madness activation centered around win and celebrate. According to Sports Business Journal , the company placed specially designed Bud Light fridges throughout Omaha and Lincoln that will automatically unlock if Nebraska secures a victory. The promotion is more than a marketing stunt.

It is rooted in a unique piece of college basketball history. Nebraska remains the only power conference program to never win an NCAA Tournament game. It's a drought that has carried on for decades.

That reality is the backbone of the campaign, turning a potential first victory into a moment for fans across the state. The Cornhuskers defeated Troy in their opener and the payoff is immediate. As soon as the final buzzer sounds, fridges stocked with Bud Light at several local establishments, including Jerzes Sports Bar, Waterfall Lounge, Candlelight Bar and Grill, and Office West Lounge, will unlock, offering free beer to patrons on site.