To promote the Budweiser’s seasonal product ‘Budweiser Red’, we created a 3-week integrated communication campaign, from initial social buzz to offline activation. The goal was to education consumers to understand and participate in Halloween activities. Through the campaign, we created a link between the holiday and the beer, which added meaning and promoted sales.
In the Chinese market, there are still a lot of target consumer groups that do not understand Halloween. Chinese audiences cannot connect to Western activities such as Halloween which often contains bloody violence and graphic images. Therefore, the media in the outdoor advertising and other media are very limited.
18-25 year olds are the main consumption group for such (offline) activities and will continue to participate in in the markets for a long time. Furthermore, the product is the only one in the industry with large activity budgets for Halloween, thus allowing the chance for a truly immersive and integrated experience.
We carried out creative execution on a marketing communication strategy, including online campaigns, city ‘takeovers’ and an immersion scenario experience and party with KOL live streaming, we allowed audiences to understand the tradition of Halloween.
The campaign was well received, furthermore, the Budweiser customer experience team was awarded a silver medal in global activities.
Live streaming hit 23.6 million views and 4.5 billion impressions and mentioned across a number of news and social media outlets, including CCTV. Boosted brand’s preference by 26%.