Bud Light's secrecy surrounding its "Are you up for Whatever?" campaign was borken in Crested Butte, Colo., where residents were appalled by the company's plan to paint a mountain blue and turn the area into a beer fantasy land.
The campaign began during last year's Super Bowl with Arnold Schwarzenegger playing pingpong with Don Cheadle in an elevator with a llama. Since then the beer distributer traveled to various areas around the country creating fantasy situations to market its beverage.
Bud Light offered the town $250,000 in return for being able to block off its main street and bring in 1,000 revelers - almost equal to the entire town's population, reports The Denver Post.
The advertising event was supposed to be kept a secret to avoid the town from being invaded by outsiders who wanted to partake in the event, Dan Marshall, an event planner hired by the town, told The Associated Press.
But the townspeople felt betrayed and packed the room at a three-hour town meeting on Monday to talk about the event, according to AP.
"It's an absolute disrespect to the community to keep it secret from us," Craig Maestro, a local bagel shop owner, told AP.
