Download - Budweiser Tackles a New Approach to Content
Insight AddressBudweiser Tackles a New Approach to Content
Erin MattsGlobal Director
Digital ConnectionsAB InBev
Budweiser: Sweating our Assets for Content
Erin MattsGlobal Director, Digital ConnectionsAnheuser-Busch InBev
It all began with FIFA 2010
As official beer of the 2010 FIFA World Cup™, Budweiser United beer drinkers around the world, and celebrate the game of football by bringing passionate fans closer to the game.GOALS
1. Generate 400 million impressions through bought & earned media• Result: 3.8 billion
2. Achieve 10 million consumer engagements with the program• Result: 19.2 million direct engagements
3. Match or out-rank global peers (Coke, Adidas, McDonald’s, Visa)• Result: Consistently #1 or #2 sponsored channel – always above Coke• Result: World Cup buzz above any other beer (2 to 1 vs. Carlsberg)
New outlets for social fandom• We enabled a global conversation
• The speed and volume of the conversation took us by surprise
• It was largely an outlet for national pride and celebration
• When a country was out, fans transferred their passions
• Passion, competition and celebration created powerful bonds of friendship
• This is a very big space for Budweiser to play in
Not just “Ads”
The traditional approachConsider the asset of MLB in 2010
-We concepted, tested and produced a :30 TVC for c.$500,000
-We aired the ad numerous times at a cost of several million dollars
-We do the same for all of our assets
-This is the traditional behavior of big companies
Creating ownable platformsBy combining our assets under platforms
-We appear larger within those assets and avoid being wallpaper
-We unlock global economies of scale for our investments
-We create a lasting participatory platform uniting our beer drinkers around what we own and what they love
First foray into content: The Big Time
The First Global Social Reality Competition: The Big Time
Millions of people from around the world are brought together to compete for THE SHOT OF A LIFETIME.
The world is connected by the dreams we share
Model
Race Car Driver
Baseball Player
Basketball PlayerFootballer
Movie Star
Hockey PlayerTop Chef Jet Pilot
Social GoodRock Star Wiz Kid
Budweiser can make these happen
And tell great stories along the way
Experienced content partnersProduction and Distribution Show Creation
Evan Weinstein
New methodologies of testing
Next*TV +“Digital” Research flowIn order to measure online success, how we attract and engage the consumer
for testing must be adapted for the online experience. However, digital ads are still expected to increase brand equity, communicate key message, and ultimately induce persuasion.
NextTV Component
Digital Component
TV Results (One Score)ReachPersuasionBrand EquityKey Message
Digital ResultsClickShareabilitySearch for more info Digital AS if not combined with TV
Measuring potential viralityThree key measures are defined to access the viral potential:
1. Likelihood to click on the ad: A significantly higher percentage of consumers agreed they would definitely / probably click on The Entrance compared to the norm.
2. Intent to search for more information: A significantly higher percentage of consumers expressed intent to search for more information about the product, relative to the benchmark.
3. Shareability of the ad: Consumers also expressed significantly stronger intent to share and email the ad to their friends and family, as well as visit websites.
US UK Norm
0
25
50
75
100
3327
8
31
22
8
26
18
6
Visit Websites to See Similar Ads
Email to Friends & Family
Intent to Share with Friends & Family
19
6 4
17
22
11
25
24
17
25
26
22
31
66
3946
63
26
156
18
22
11
39
0
25
50
75
100
US UK Norm US UK Norm
Probably/DefinitelyNot
May or May Not
Probably
Definitely
Moment by moment analysis
0
5
10
15
20
25
30
35
40
45
50
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86
US UK
NO OF SCENES: 56 Emoti*Trace
Increasing in
terest
Interest levels off in the US and dips in the UK
Interest rises and then levels off in the US and rises in the UK
Digital assets are the cornerstone
Tune-in drivers, vertically aligned
Healthy Brands – Strong Sales
Great content on a global stage
Canada’s 2 minute Flash Fans mini film1.7MM views in 48 hoursOverwhelmingly positive buzz7 global markets
