Keynote: The Original Social Network Goes Mobile: Lessons Learned from Anheuser-Busch
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From being the first beer brand to work with iAd to creating Augmented Reality experiences at retail, Anheuser-Busch has worked hard to put its brands at the forefront of mobile experimentation. Hear from vice president of U.S. marketing Paul Chibe on what’s working, what’s not, and where the next mobile marketing opportunities lie. Keynote Paul Chibe, VP US Marketing/U.S. Chief marketing Officer, Anheuser Busch
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Keynote: The Original Social Network Goes Mobile: Lessons Learned from Anheuser-Busch
- 1. The Original Social Network Goes Mobile Lessons Learned from Anheuser-Busch @paulchibe01 Paul Chibe Vice President, U.S. Marketing Anheuser-Busch
- 2. Our business is beer Top 5 Global CPG Top U.S. Brewer #1 Global Beer Company Most Valuable Alcohol Brand 14 Billion Dollar Brands
- 3. Beer is inherently social The Original Social Network
- 4. Blending offline & online experience INNOVATION
- 5. ? PROBLEMS IDEAS EXPERIMENTS DEPLOY MARKET TEST CONCEPTS Our innovation process
- 7. Smartphone penetration is exploding
- 8. Advertising dollars haven’t kept pace
- 9. Our vision for mobile Create USEFUL and ENGAGING experiences that help our consumers enjoy and live their lives – at scale and in an efficient way
- 10. TOP TEN LESSONS LEARNED IN MOBILE
- 11. 1: Start with a clear strategy SPORTS MUSIC & ENTERTAINMENT NIGHT OUT BUSINESS NEEDS INNOVATIONS TRENDS MOBILE SOCIAL IMMERSIVE MEDIA GAMING ‘CONTENT FACTORY’ DATA & ANALYTICS Social TV, SOCIAL DISCOVERY, Social Interest, Social Influencer Marketing 2nd SCREEN, 360 video & TelePresence, Natural interfaces SPORTS AND SOCIAL GAMING, Gamification Content Curation, USER GENERATED CONTENT, Sharing Photo/Video Acquire and segment influential super fans, SOCIAL CRM, Authentication SoLoMo, Augmented Reality, Image Recognition, Mobile Gaming, ePublishing
- 12. 2. Think before you “App” Mobile Site Mobile App
- 13. 3: Experiment early and often Stella Artois Le Bar Guide - 2009 Nascar Blippar Activations in 2012
- 14. 4: Focus on utility & engagement Avg Time Spent = 54 Min Four-Star Average Rating
- 15. 5: Be fan-centric, not brand-centric 2010 2013 • Brand Centric • Only ABI Brands •Fan-Centric •Multi brand •2nd Screen •Sports gaming
- 16. 6: Make it mobile-enabled • Won several prizes for creativity • Didn’t work on mobile due to use of flash • Huge opportunity lost in scale… • 360 video interactive technology that works on desktop AND mobile • Started scaling since the PR received by mobile launch Stella Artois “Alice Eve” Budweiser 360 App
- 17. 7: Drive constant creative iteration 2009 First beer company to do iAds • 3.3x increase in CTR by creative iteration • (from 0.52% to 1.74%!!) • Result: +48% vs iAd CTR average
- 18. 8: Win over Latino consumers
- 19. 9: Advertise on platforms with scale • 150 MM Users • +400k music downloads in 5 minutes for Super Bowl 2012 • 150 MM Users • Extended reach of Super Bowl 2012 spot in 24hrs following the game • Highest CTR of any alcohol brand work in Pandora’s history
- 20. 10: Killer ideas = Killer results Shock Top April Fool’s “Virtual Sip” App - 2011 • 20,000+ downloads • 45,000 hours of engagement and 175,000 webpage visits to a brand new site • 30MM+ Earned Media Impressions • Shock Top Family sales +78% for the month of March
- 21. Q&A Paul Chibe Vice President, U.S. Marketing Anheuser-Busch @paulchibe01