Innovative
Marketing Campaign
Budweiser “Rise as One” Social Media Campaign at the 2014 World Cup
Budweiser “Rise as One” Social Media Campaign at the 2014 World Cup
A good example
of an innovative marketing campaign was Budweiser’s recent “Rise as One” week
long campaign at the World Cup. Budweiser
sponsored the 2014 World Cup and was put in the prime spotlight as the official
World Cup beer with several video and social events. They used advertisements
on television and encouraged people to further engage on their Facebook and
Twitter social sites. This type of marketing integration made their consumers
feel like they were part of the experience and emotionally attached to it. Their involvement in a major live sports event
also which also made them more likely to purchase Budweiser.
Budweiser had several media and social events including live television
commercials, Facebook and Twitter feeds. During the tournament a microsite was set up to
drive traffic to their campaign content. Posts on Facebook directed consumers
to their microsite and Twitter cards were used to let fans vote on their favorite
players. The player with the most votes was
then honored as the FIFA Man of the Match.
They also created a video campaigns with Fox Sports which included 80
countries for global exposure. Instagram
and Facebook were both used for social content that was taking place at the
event. Consumers felt like they were
there…
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