Insight Address Budweiser Tackles a New Approach to Content
Erin Matts Global Director Digital Connections AB InBev
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Budweiser: Sweating our Assets for Content Erin Matts Global
Director, Digital Connections Anheuser-Busch InBev
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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,
McDonalds, Visa) Result: Consistently #1 or #2 sponsored channel
always above Coke Result: World Cup buzz above any other beer (2 to
1 vs. Carlsberg)
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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
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Not just Ads
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The traditional approach Consider 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
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Creating ownable platforms By 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
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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.
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The world is connected by the dreams we share Model Race Car
Driver Baseball Player Basketba ll Player Footballer Movie Star
Hockey Player Top Chef Jet Pilot Social Good Rock Star Wiz Kid
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Budweiser can make these happen And tell great stories along
the way
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Experienced content partners Production and DistributionShow
Creation Evan Weinstein
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New methodologies of testing Next*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 Results Click
Shareability Search for more info Digital AS if not combined with
TV
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Measuring potential virality Three 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.
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Moment by moment analysis NO OF SCENES: 56Emoti*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
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Digital assets are the cornerstone
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Tune-in drivers, vertically aligned
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Healthy Brands Strong Sales
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Great content on a global stage Canadas 2 minute Flash Fans
mini film 1.7MM views in 48 hours Overwhelmingly positive buzz 7
global markets