Budweiser Tackles a New Approach to Content

Sports

imedia-connection
  • 1. Insight AddressBudweiser Tackles a New Approach to ContentErin Matts Global Director Digital Connections AB InBev
  • 2. Budweiser:Sweating our Assets for Content Erin Matts Global Director, Digital Connections Anheuser-Busch InBev
  • 3. 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.GOALS1. Generate 400 million impressions through bought & earned media• Result: 3.8 billion2. Achieve 10 million consumer engagements with the program• Result: 19.2 million direct engagements3. 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)
  • 4. 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
  • 5. Not just “Ads”
  • 6. The traditional approach Consider the asset of MLB in 2010-We concepted, tested andproduced a :30 TVC forc.$500,000-We aired the ad numeroustimes at a cost of severalmillion dollars-We do the same for all of ourassets-This is the traditional behaviorof big companies
  • 7. Creating ownable platformsBy combining our assets under platforms-We appear larger within thoseassets and avoid beingwallpaper-We unlock global economiesof scale for our investments-We create a lastingparticipatory platform unitingour beer drinkers around whatwe own and what they love
  • 8. First foray into content: The Big TimeThe First Global Social RealityCompetition: The Big TimeMillions of people from aroundthe world are brought togetherto compete for THE SHOT OFA LIFETIME.
  • 9. The world is connected by thedreams we shareSocial BasketbaRace Car Wiz KidGood ll Player Driver Rock Star Footballer Baseball MovieHockeyTop Chef Jet Pilot ModelPlayerStar Player
  • 10. Budweiser can make these happenAnd tell great stories along the way
  • 11. Experienced content partnersProduction and Distribution Show CreationEvan Weinstein
  • 12. New methodologies of testingNext*TV +“Digital” Research flowIn order to measure online success, how we attract and engage the consumer for testingmust be adapted for the online experience. However, digital ads are still expected toincrease brand equity, communicate key message, and ultimately induce persuasion. NextTV Component Digital ComponentTV Results (OneDigital ResultsScore)ClickReach ShareabilityPersuasionSearch for more infoBrand EquityDigital AS if not combined with TVKey Message
  • 13. 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.100100Visit Websites31Probably/Definitely to See Similar39Not39 Ads 754626 7566 63May or May NotEmail to2518Friends &Family 50 24 50Probably2531262218Intent to ShareDefinitelywith Friends &2217 2225 25 17Family62233278261119 111586 6 4 0 0USUK Norm USUK Norm USUKNorm
  • 14. Moment by moment analysis50 US UK45 NO OF SCENES: 56Emoti*Trace403530Interest rises and then levels25off in the US and rises in theInterest levels off in the US and dips in the UKUK20151050 1 6 11 1621 26 31 364146 5156 616671 7681 86
  • 15. Digital assets are the cornerstone
  • 16. Tune-in drivers, vertically aligned
  • 17. Healthy Brands – Strong Sales
  • 18. Great content on a global stageCanada’s 2 minute Flash Fansmini film1.7MM views in 48 hoursOverwhelmingly positive buzz7 global markets
    Please download to view
  • 1
    All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
    Description
    Text
    • 1. Insight AddressBudweiser Tackles a New Approach to ContentErin Matts Global Director Digital Connections AB InBev
  • 2. Budweiser:Sweating our Assets for Content Erin Matts Global Director, Digital Connections Anheuser-Busch InBev
  • 3. 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.GOALS1. Generate 400 million impressions through bought & earned media• Result: 3.8 billion2. Achieve 10 million consumer engagements with the program• Result: 19.2 million direct engagements3. 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)
  • 4. 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
  • 5. Not just “Ads”
  • 6. The traditional approach Consider the asset of MLB in 2010-We concepted, tested andproduced a :30 TVC forc.$500,000-We aired the ad numeroustimes at a cost of severalmillion dollars-We do the same for all of ourassets-This is the traditional behaviorof big companies
  • 7. Creating ownable platformsBy combining our assets under platforms-We appear larger within thoseassets and avoid beingwallpaper-We unlock global economiesof scale for our investments-We create a lastingparticipatory platform unitingour beer drinkers around whatwe own and what they love
  • 8. First foray into content: The Big TimeThe First Global Social RealityCompetition: The Big TimeMillions of people from aroundthe world are brought togetherto compete for THE SHOT OFA LIFETIME.
  • 9. The world is connected by thedreams we shareSocial BasketbaRace Car Wiz KidGood ll Player Driver Rock Star Footballer Baseball MovieHockeyTop Chef Jet Pilot ModelPlayerStar Player
  • 10. Budweiser can make these happenAnd tell great stories along the way
  • 11. Experienced content partnersProduction and Distribution Show CreationEvan Weinstein
  • 12. New methodologies of testingNext*TV +“Digital” Research flowIn order to measure online success, how we attract and engage the consumer for testingmust be adapted for the online experience. However, digital ads are still expected toincrease brand equity, communicate key message, and ultimately induce persuasion. NextTV Component Digital ComponentTV Results (OneDigital ResultsScore)ClickReach ShareabilityPersuasionSearch for more infoBrand EquityDigital AS if not combined with TVKey Message
  • 13. 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.100100Visit Websites31Probably/Definitely to See Similar39Not39 Ads 754626 7566 63May or May NotEmail to2518Friends &Family 50 24 50Probably2531262218Intent to ShareDefinitelywith Friends &2217 2225 25 17Family62233278261119 111586 6 4 0 0USUK Norm USUK Norm USUKNorm
  • 14. Moment by moment analysis50 US UK45 NO OF SCENES: 56Emoti*Trace403530Interest rises and then levels25off in the US and rises in theInterest levels off in the US and dips in the UKUK20151050 1 6 11 1621 26 31 364146 5156 616671 7681 86
  • 15. Digital assets are the cornerstone
  • 16. Tune-in drivers, vertically aligned
  • 17. Healthy Brands – Strong Sales
  • 18. Great content on a global stageCanada’s 2 minute Flash Fansmini film1.7MM views in 48 hoursOverwhelmingly positive buzz7 global markets
  • Comments
    Top