“Grab Some Buds” 4th of July Program
This 4th of July, Budweiser set out to make sure people across the country celebrated America’s birthday with America’s beer. They succeeded and Switch executed!
Budweiser gave us less than a month to enlist teams of brand ambassadors in 70 markets to work closely with local wholesalers over the 4th of July holiday. The goal? Sample, sample, sample! But Switch didn’t stop there. We deployed an iPad2 to each team and developed a custom app that captured consumer video messages to support the brand’s “Folds of Honor” military initiative. The videos to the troops were automatically uploaded to Facebook and YouTube where consumers could search, view and share their personal message.
The results? Consumers across the nation enjoyed complimentary Budweiser at local bars, stores and events. Our teams recorded over 12,000 video messages that were then posted to Facebook and YouTube. From these recordings, select messages were incorporated into 20 Pandora/Budweiser channel audio spots.
The program numbers speak for themselves, but the A-B wholesaler response says a lot more. Not only did they wholly embrace the program … system feedback told us this was one of the best-received promotions they had seen in years. Why? It wasn’t just about putting cans in hands … the program reinforced Budweiser’s brand message, the iPad2 capture gave consumers a reason participate and “Folds Of Honor” a reason to believe. The combination of these ingredients elevated the Bud brand to the forefront during the biggest holiday of the summer selling season.
