Bud Light has teams of field reps out roaming the grounds of dozens of neighborhoods in Chicago, taking photos and making videos of consumers at various events. The same day the photos are taken, the event goer gets the images and clips, all branded by Bud Light, via e-mail.
The goal of the campaign is to get consumers to then pass along the photos and the 10- to 15-second videos to friends and family. A viral link, as well as a link to parent Anheuser-Busch, is embedded in the e-mail. And it’s working. The promotion began earlier this month and at each event between 250-300 photos are taken or videos are made. Each recipient is e-mailing the images on to an average three friends, said Jeff Frumin, founder and CEO of Universal Consulting Group, which handles the campaign.
The promotion is part of Anheuser-Busch’s sponsorship activation for a whole host of events in the Chicago area. The brand ambassadors have already hit hot spots such as The Taste of Chicago, the Lakeview Music Festival and the World¹s Largest Block Party. Upcoming events include, Lollapalooza, the Lincoln Park Oktoberfest and the Chicago marathon. A total of 24 venues will be canvassed in all.
“We wanted to do something fun and different on site,” Frumin said. “In addition to just on premise, we wanted to tie in a relevant experience that the consumer would remember and remember that Bud or Bud Light was the sponsor of the event.”
The program runs through October and focuses mostly on the Bud Light brand, but will include some promotion for Budweiser as well, he said. The brand is also considering rolling the program out in other markets.
“This form of viral marketing is gaining popularity as people increasingly use e-mail as their main method of communication and it easily and effectively allows consumers to share their experiences through the use of multi media,” Frumin, said.
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