Showing the above TV commercial actually says it all. Brilliant engagement system by Bud, done last year. Obviously something you can’t replicate around the world -but I can imagine it made some waves in Ireland. There’s a bit a of technical “catch” and therefore they smartly put out another commercial with a how-to as well. Watch it here.
Question I have is: will they be doing it again this year?
Why it’s worth following up on (and therefore, I think they SHOULD):
Great 360 integration
TV, outdoor, social media, an app… all smoothly linked to what matters to their business: point of sale (i.e. cafes/pubs). Very cool and smart way of getting everyone in their business “system” excited and pushing this hard.
Fantastic image builder
It’s new, innovative, daring… following Bud’s brand character.
Great reward (but… with great risk that needs to be managed)
What if all of a sudden global warming hits Ireland? Fat chance, but the risk of sudden changes in external factors is always there; and weather is as unpredicatble as it comes (even in Ireland where the average rain prediction is limited to “medium rain” or “heavy rain” -LoL). They must have done some serious risk assesment at Budweiser, and I guess that’s why they are limiting the redemption method: once consumers download their voucher on the app, they get a pub code and then they only have two minutes to redeem their voucher before it expires! Tacky? Well, if it’s hot and you feel like a beer, I guess you’ll run to that pub around the corner and savor it.
Summer is on its way…
So, WILL THEY DO IT AGAIN?
Better so, SHOULD THEY DO IT AGAIN?
What do you think? And… any other (better) examples for riding the wave of the weather?
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