Summary
Marketing Challenge: How to champion Budweiser's dream of bringing people together while energizing and inspiring football fans watching the World Cup.
Methodology: Qualitative research leveraging in-depth interviews, ethnographies, focus groups, online communities.
Quantitative research to understand conscious and nonconscious reactions to creative assets
Software Intelligence to understand video consumption
Creative: Creative videos rolled out across the world on TV and Digital platforms. In addition, noise-activated light-up cups were distributed in all World Cup stadiums. Finally, strong activations occurred on Twitter and other platforms driving the #reactionchallenge
Business Impact:Budweiser became the most discussed brand during the...