Bud Promo BUD LIGHT PLAYBOOK by Spyderlink

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BUD LIGHT PLAYBOOK

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Industry Beers and Ciders
Media Promo & PR
Market United States
Agency Spyderlink
Creative Director Chris Roe, Cd-Brad Morgan, Bart Culberson, Cd - Chuck Rachford, Brian Clever
Released August 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: BUD LIGHT
Agency: SPYDERLYNK
Date of First Appearance: Aug 1 2010
Entrant Company: SPYDERLYNK, Denver, USA
Entry URL: https://www.facebook.com/pages/Budlight/53965412863?v=info#!/pages/Budlight/53965412863?v=info
Chief Executive Officer: Nicole Skogg (SpyderLynk)
Principle: Greg Litwiki (Shaw)
Bud Light Brand Director: Mike Sundet (Anheuser-Busch)
Bud Light Brand Manager: Jason Vita (Anheuser-Busch)
Bud Light Digital Brand Manager: Todd Masinelli (Anheuser-Busch)
Creative Director: Brian Clever (Shaw)
Account Manager: Courtney Frank (Shaw)
Director of Technology: James Yoo (SpyderLynk)
Director of Operations: Ian Schofield (SpyderLynk)
Group Creative Director: Mark Gross (DDB)
Creative Director: Bart Culberson (DDB)
Creative Director: Chris Roe (DDB)
Creative Director: Chuck Rachford (DDB)
Creative Director: Brad Morgan (DDB)
Business Analyst: Brian Curry (SpyderLynk)
Media placement: Packaging - Off Premise Retail - August 1, 2010
Media placement: TV Commercials - During Football Broadcasts - September 15, 2010
Media placement: Retail Merchandising (POP) - On And Off Premise Retail - August 1, 2010
Media placement: Digital Media - Football Related Sites Online - September 15, 2010
Media placement: Billboards - Billboards - September 15, 2010
Media placement: Mobile Marketing - Off Premise - August 1, 2010

Describe the objective of the promotion.

Bud Light’s Playbook was created to bring to life Bud Light as the catalyst for turning a good time into a great time during the football season. Research indicated that good times for football fans are strongly tied to rituals and routines. The objective of the Playbook was to demonstrate how to make rituals and routines more fun, and solidify Bud Light’s role in these occasions. The expectation was to successfully generate fan interest, extend the reach of the brand’s influence, engaging consumers at point of purchase to drive sales, and influence consumers through social networking.

Describe how the promotion developed from concept to implementation.
With a focus on creating engagements at retail and becoming a part of the football fan experience, Bud Light created the interactive Bud Light Playbook for the true football fan. The tips, videos and fun ideas positioned Bud Light as seriously enhancing football occasions, a Playbook content distribution strategy was needed. SnapTag mobile barcodes were added to packaging and retail marketing. Consumers used standard mobile capabilities to snap and send a picture of the Bud Light SnapTag to trigger a response with Playbook content. Content was also available on Bud Light’s Facebook page. TV creative generated interest in the campaign.

Explain why the method of promotion was most relevant to the product or service.
As the ‘Sure Sign of a Good Time’, Bud Light wanted to define for consumers what great football occasions included. The Playbook content illustrated how the rituals and routines of football could be more fun for everyone. The videos and content were crafted to influence purchase decisions at retail and enhance football occasions. The SnapTag on packaging and retail marketing allowed the brand to offer and deliver video content about football fun in typically out of reach zones, specifically retail and tailgating. Technology and content combined to achieve the goal of extending the brand’s influence over purchase decisions and football occasions.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the implementation of the Playbook campaign, Bud Light reversed three previous years of share loss during the football season. Most importantly, the brand met their primary sales goal - outsell the brand's closest competitor that had experienced share gains in previous football seasons. The use of innovative technology and content drove best in class participation for Bud Light’s hard to engage 21-29 year old target. The program impacted consumers previously unengaged by the brand via the all important mobile platform, delivering rich football experiences and providing consumers access to over 30 pieces of content from a single activation.