Denver • Some people in normally laid back Crested Butte are not up for "Whatever" — a secretive Bud Lite plan to paint their mountain town blue and turn it into a fantasy town for an online and television ad campaign.
The company has agreed to pay the town $250,000 to fence off its main street and bring in more than 1,000 revelers to the town of 1,500 for the Sept. 5 - 7 event being promoted on social media, The Denver Post reported.
Secrecy has been part of the "Are you up for Whatever?" campaign from its beginning at last year's Super Bowl when Arnold Schwarzenegger appeared in a spot playing pingpong with Don Cheadle in an elevator with a llama. Town councilors have been quietly working on the plan since the spring. Word began leaking out recently as outsiders showed up with measuring tapes and checklists, telling locals they couldn't talk about what they were doing and booking lots of hotel rooms.