Tasked with extending Bud Light’s popular “Dude” TV commercials into the digital arena, Atmosphere developed a way to build on both the essence of the campaign and the social nature of the brand itself. From “The Call of Dude” (a web-to-mobile application that proves the word “dude” can indeed be employed to convey almost anything) to “Check Your Dudeness” (a strange but ultimately scientific set of stimuli that decodes a person’s innate “dudeness”) to a video page for circulating favorite Dude moments, every interaction on the site is designed to let users share a Bud Light-branded laugh with friends. (Kind of like buying a round of beers without ending up with that annoying bar tab.)