Budweiser Tackles a New Approach to Content
21
Insight Address Budweiser Tackles a New Approach to Content Erin Matts Global Director Digital Connections AB InBev
-
Upload
imedia-connection -
Category
Sports
-
view
577 -
download
2
Transcript of Budweiser Tackles a New Approach to Content
Insight Address
Budweiser Tackles a New Approach to Content
Erin Matts
Global Director
Digital Connections
AB InBev
Budweiser:
Sweating our Assets for Content
Erin Matts
Global Director, Digital Connections
Anheuser-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
Basketba
ll 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)Reach
Persuasion
Brand Equity
Key Message
Digital ResultsClick
Shareability
Search 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.
3327
8
31
22
8
26
18
6
0
25
50
75
100
US UK Norm
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
15
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
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 film
1.7MM views in 48 hours
Overwhelmingly positive buzz
7 global markets
