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 2010As 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 testingNext*TV +“Digital” Research flow

In 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 Norm0

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

2615

6

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 interest

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 stageCanada’s 2 minute Flash

Fans mini film1.7MM views in 48 hoursOverwhelmingly positive buzz7 global markets

http://www.youtube.com/watch?v=y0qZYqdsYAg