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

5. Not just “Ads”

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

17. Tune-in drivers, vertically aligned

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