Budweiser Executive Jay Black, 1996-2010, talks about how Huddle Productions’ Emmy Award winning concept Gameday Rivals boosted Anheuser-Busch’s regional marketing through social media interaction with college football fans.
Case Study of our Client-Bud Light.
Business Need: Anheuser-Busch wanted to create more community with Sports Fans
Social Media Solution: Creating video of sports fans on YouTube and building a frenzy.
Anheuser-Busch producer of the two best-selling beers in the world, Budweiser and Bud Light, wanted build participation and interaction with passionate sports fans. When they turned to Chris Yates and Jim Knox at Huddle Productions knew that the habits of television viewers had changed. Fans wanted to watch video whenever they wanted and as soon as possible. Viewers not only wanted a story – they wanted to be part of the story.
The distribution model had changed. The approach we created was Gameday Rivals, an Interactive Social Media campaign focused on filming football fans. Tailgaters compete all season to be crowned Bud Light’s Ultimate Tailgate Fan. Huddle Productions films the fans at stadiums then pushes the videos on Social Sites like YouTube, Facebook, and Twitter. Fans would vote, comment, create, and engage one another thus creating a frenzy all season. This was the kind of unique marketing and direct interaction with their fans that Anheuser-Busch was looking for.
Business Results: The Gameday Rivals show won an Emmy Award for the Best Sport Program of the year. Their concept of engaging fans and the use of Video in Social Media created the following results.
STATS Increase Year 1 to Year 2
– 750,000 votes +1200%
-3.5 Million internet impressions
– 417,087 website video views +522%
– 1965 Facebook Fans +180%
– 250,000 YouTube views +80%