Lucas Herscovici can proudly boast of achieving a true marketing breakthrough.
“We are the first brand [owner] to have ever launched a mobile ad campaign using blockchain,” Anheuser-Busch InBev’s global marketing vice president/consumer connections, insights and innovation explained.
Combining two of the brightest, shiniest objects in the digital arena may be sufficient for a company that wants to demonstrate its innovation credentials and then move on. But AB InBev, the world’s largest brewer, expects numerous benefits – from enhanced targeting to heightened transparency – will bubble up from the fusion of these...