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Even in Canada, the Super Bowl offers great possibilities for consumer engagement. Each year since 2013, Budweiser Canada has leveraged the Super Bowl ad space to promote its “Red Light” campaign, in which the brand provides consumers with unique Wi-Fi enabled replica hockey goal lights that flash whenever their favorite team scores. In its most recent Super Bowl spot (2015), Budweiser Canada delivered “Red Light” to Saint-Jérôme, Quebec, where official hockey pucks of the NHL are produced.