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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
GOALS
                                               game.
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 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
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
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


                                    Social                 Basketba
Race Car
                         Wiz Kid    Good                   ll Player
 Driver     Rock Star                         Footballer




                                   Baseball     Movie      Hockey
Top Chef     Jet Pilot   Model      Player      Star       Player
Budweiser can make these happen




  And tell great stories along the way
Budweiser Tackles a New Approach to Content
Experienced content partners
Production and Distribution   Show Creation



                                        Evan Weinstein
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
                                            Digital Results
  Score)                                    Click
  Reach                                     Shareability
  Persuasion                                Search for more info
  Brand Equity                              Digital AS if not combined with TV
  Key Message
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.

    100
                                                                  100
                                                                                          Visit Websites
          31                Probably/Definitely                                           to See Similar
                39          Not                39                                         Ads
     75
                                                    46
                                                                          26
                                                                   75
                      66                                 63
                            May or May Not
                                                                                          Email to
          25                                                                        18    Friends &
                                                                                          Family
     50         24                                                 50
                            Probably          25                          31

                                                    26
                                                                                    22
          18                                                                              Intent to Share
                            Definitely                                                    with Friends &
                22                            17         22        25
     25               17                                                                  Family
                                                                                                6
                                                    22                    33
                                                                                    27          8
          26          11
                                              19         11
                15                                                                              8
                      6                             6     4         0
     0
          US    UK   Norm                     US    UK   Norm             US        UK        Norm
Moment by moment analysis
50
                                 US                                             UK

45
         NO OF SCENES: 56                                        Emoti*Trace
40
35

30
                                                                          Interest rises and then levels
25                                                                        off in the US and rises in the
                    Interest levels off in the US and dips in the UK      UK
20

15
10

5
0
     1     6   11   16      21   26   31   36    41    46   51      56   61    66    71   76    81   86
Digital assets are the cornerstone
Tune-in drivers, vertically aligned
Healthy Brands – Strong Sales
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 markets
Budweiser Tackles a New Approach to Content
Budweiser Tackles a New Approach to Content

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Budweiser Tackles a New Approach to Content

  • 1. Insight Address Budweiser Tackles a New Approach to Content Erin 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 GOALS game. 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)
  • 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
  • 6. 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
  • 7. 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
  • 8. 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.
  • 9. The world is connected by the dreams we share Social Basketba Race Car Wiz Kid Good ll Player Driver Rock Star Footballer Baseball Movie Hockey Top Chef Jet Pilot Model Player Star Player
  • 10. Budweiser can make these happen And tell great stories along the way
  • 12. Experienced content partners Production and Distribution Show Creation Evan Weinstein
  • 13. 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 Digital Results Score) Click Reach Shareability Persuasion Search for more info Brand Equity Digital AS if not combined with TV Key Message
  • 14. 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. 100 100 Visit Websites 31 Probably/Definitely to See Similar 39 Not 39 Ads 75 46 26 75 66 63 May or May Not Email to 25 18 Friends & Family 50 24 50 Probably 25 31 26 22 18 Intent to Share Definitely with Friends & 22 17 22 25 25 17 Family 6 22 33 27 8 26 11 19 11 15 8 6 6 4 0 0 US UK Norm US UK Norm US UK Norm
  • 15. Moment by moment analysis 50 US UK 45 NO OF SCENES: 56 Emoti*Trace 40 35 30 Interest rises and then levels 25 off in the US and rises in the Interest levels off in the US and dips in the UK UK 20 15 10 5 0 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86
  • 16. Digital assets are the cornerstone
  • 18. Healthy Brands – Strong Sales
  • 19. 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 markets