Jenkins also turns to participatory culture and links it as another part of popular culture.  He understands this to be mostly associated with television and interactive fandom; however, it applies directly to this Bud Light campaign and its effort to get the public involved.

Partnering with the National Football League (NFL), Bud Light worked to push the hashtag #UpForWhatever when football fans were attending games, watching them on television from their homes or even just partaking and buying the beer products.  Jenkins expresses participatory culture as a relation between the producer and the consumers.  Through social media campaigns, the use of the hashtag and the constantly updating Internet, consumers and fans alike were able to have a part in the #UpForWhatever movement.  

Whether there were Instagram cutouts at football games, people acting out the slogans on various beer cans that implied they truly were “up for whatever” or something as simple as selfies in support of a favorite football team, Bud Light was able to use participatory culture to its advantage alongside spreadability and reached a large audience with a reciprocation in sales.