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 ID: 494104
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Slide1
Insight Address
Budweiser Tackles a New Approach to Content
Erin
Matts
Global Director
Digital Connections
AB
InBevSlide2
Budweiser:
Sweating our Assets for Content
Erin Matts
Global Director, Digital Connections
Anheuser-Busch
InBevSlide3
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
Generate 400 million impressions through bought & earned media
Result:
3.8
billion
Achieve 10 million consumer engagements with the program
Result: 19.2 million direct engagements
Match or out-rank global peers (Coke, Adidas, McDonald’s, Visa)
Result: Consistently #1 or #2 sponsored channel – always above CokeResult: World Cup buzz above any other beer (2 to 1 vs. Carlsberg)Slide4
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 inSlide5
Not just “Ads”Slide6
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 Slide7
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 Slide8
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.Slide9
The world is connected by the dreams we share
Model
Race Car Driver
Baseball Player
Basketball Player
Footballer
Movie Star
Hockey Player
Top Chef
Jet Pilot
Social Good
Rock Star
Wiz KidSlide10
Budweiser can make these happen
And tell great stories along the waySlide11Slide12
Experienced content partners
Production and Distribution
Show Creation
Evan WeinsteinSlide13
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
)
ReachPersuasionBrand EquityKey Message
Digital Results
Click
Shareability
Search for more info
Digital AS if not combined with TVSlide14
Measuring potential
virality
Three key measures are defined to access the viral potential:
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.
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.
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. Slide15
Moment by moment analysis
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 UKSlide16
Digital assets are the cornerstoneSlide17
Tune-in drivers, vertically alignedSlide18
Healthy Brands – Strong SalesSlide19
Great content on a global stage
Canada’s 2 minute Flash Fans mini film
1.7MM views in 48 hours
Overwhelmingly positive buzz
7 global marketsSlide20Slide21