Budweiser’s Case Study
Jiahao Yang 4/6
https://www.thinkwithgoogle.com/case-studies/budweiser-world-series-campaign.html
Budweiser developed this campaign with three different teams collaborating together. The brand team celebrated authentically with fans in a defining moment. They don’t want their customers feel that they’re being marketed to. Creative team planned ahead, acted quickly and established a great hook. It would be too late if they waited until the game ended to find out who’s the winner and made a video for them. So they made videos for both teams in advance, which is really smart and put them in a position ahead of others. Media team launched a digital-first YouTube video and optimized along the way. They used paid and earned media to promote the ad and kept doing a/b test to find out the best version.
Resources needed for this campaign are as followed. Firstly marketing strategy should be determined. They want to convey all the information to customers through the channel of youtube video. So specialists in filming, directing and video editing are needed. With the video, they also need resources to spread the video, like adopting paid media and earned media. Along the way optimizing is also needed.
Compared with traditional marketing, this marketing campaign did it much faster. Traditional medias do not have the speed to pulling off right after the game. And the real time advantage of youtube also serve much better than traditional marketing because when the latter one come out, they don’t get the result at the end of the whole campaign. Compared with social media efforts, this campaign is more content-oriented. The content of that you tube video is the most important part that determines if viewers would view again or share it to their friends. Social media is more of a channel with more simplified form of words, pictures or videos to grab attention.
