BUD UNITED by Tribal Amsterdam for Budweiser

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BUD UNITED

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Netherlands
Agency Tribal Amsterdam
Executive Creative Director Chris Baylis
Creative Director Jason Karley, Galen Graham, Tim Voors
Art Director John C. Baker
Copywriter Tyler Campbell
Released June 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: BEER
Agency: DDB
Agency: TRIBAL DDB AMSTERDAM
Date of First Appearance: Jun 1 2010
Entrant Company: DDB, Chicago, USA
Entry URL: http://budunited.ddbchicago.net
Executive Producer/Show Runner: Evan Weinstein (RSA Films)
Executive Director of Integrated Production: Diane Jackson (DDB Chicago)
Executive Producer: Will St. Clair (DDB Chicago)
Executive Producer of Digital: Ashley Vinson (DDB Chicago)
Creative Director: Jason Karley (DDB Chicago)
Creative Director: Galen Graham (DDB Chicago)
Copywriter: Tyler Campbell (DDB Chicago)
Art Director: John Baker (DDB Chicago)
Executive Creative Director: Chris Baylis (Tribal DDB Amsterdam)
Creative Director: Tim Voors (Tribal DDB Amsterdam)
Director of Production & Operations: Peter Hayden (Tribal DDB Amsterdam)
Strategy Director: Ted Dooman (Tribal DDB Amsterdam)
Social Media Planner: Joey Duis (Tribal DDB Amsterdam)
Executive Producer: Top Dunlap (RSA Films)
Executive Producer: Mary Lisio (RSA Films)
Associate Producer: Matt Green (DDB Chicago)
Production Company: (RSA Films)
Production Company: (Rocket Films South Africa)
Production Partner: (Media Monks)
Advertising Agency: (Grip Limited)
Media placement: 1 :30 TV Spot - "Kick" - ABC,FOX,NBC,ESPN - June 10th, 2010
Media placement: 64 - "Bud House" Online Reality Webisodes - YouTube Brand Channel - June 1st, 2010
Media placement: Various "Bud United" Banner Ads - ESPN.com & Several Websites - June 1st, 2010
Media placement: In Stadium "Bud United" Ads - 10 Stadiums In South Africa - June 1st, 2010
Media placement: Facebook Ads Promoting "Bud United Facebook Page" - Facebook.com - June 1st, 2010
Media placement: 37 - Twitter Pages For Bud United & Reality Show Participants - Twitter.com - June 1st, 2010
Media placement: "Bud United" Print Ads - ESPN Magazine & Several Others - June 1st, 2010
Media placement: Google Search Ads - General Keyword Placement - Google.com - June 1st, 2010
Media placement: Google Nexus One Phone - Specially Programmed Custom Android Application - Google Nexus One Custom Phone Application - June 1st, 2010
Media placement: "Bud United" Outdoor Signage - Billboards & Several Out Of Home - June 1st, 2010

Insights, Strategy & the Idea
Budweiser United is the brand platform for Budweiser’s official beer sponsorship of the 2010 FIFA World Cup. Budweiser has actually been an official beer sponsor of the FIFA World Cup for 24 years, though few knew it. Activated in over 80 countries, we needed to leverage Budweiser United to engage consumers with their number one passion, football, and prove that like the beautiful game, Budweiser had the power to unite.

Creative Execution
Budweiser United launched The Bud House - an interactive reality series uniting 32 football fans under one roof, each from one of the world cup qualifying nations.
By breaking out of the boundaries of television, the series offered an unprecedented interactive user experience. The drama inside the house was broadcast up to six times a day on YouTube, with the action influenced by fans at home. They could vote and comment on our custom-built YouTube page, and show their true colours on Facebook with our Budweiser Paint Your Face application.
All the while, television, print and stadium signage drove fans back to budunited.com
In a major coup for Budweiser, fans could also vote for the first time for the official FIFA Budweiser Man of the Match, which the winning Bud Housemate presented.

Results and Effectiveness
The Bud House earned over 4.2 million channel views on YouTube, making it the #1 most viewed branded YouTube channel.
Bud United also became the #1 beer Fan Page on Facebook, earning 1 million fans, while the Facebook Paint Your Face application generated 2.7 million painted faces, equalling 200 million social media impressions.
In the first two weeks of the World Cup, Budweiser snared a 4.9% share of online conversation compared to its rival Carlsberg with 2.4% share. And in total, earned over 1.4 billion impressions and more than 19 million consumer engagements, far exceeding planned goals on both measures.