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百威啤酒: 让开幕日成为全国性节日
案例简介：活动描述 每个国家都有自己的民族运动。在美国是棒球。这项运动如此受欢迎，以至于在最近的一项调查中，2200万的美国人承认为了庆祝本赛季的开幕比赛，请了一个 “病假”。作为美国职业棒球大联盟的官方啤酒，安海斯-布希看到了一个巨大的机会。其旗舰品牌百威啤酒的受欢迎程度随着男子 35 岁以上而下滑。新啤酒无处不在，挑战品牌的传统，年轻消费者 21-34 岁。近十年来，销售额一直在下降。Anheuser-Busch 试图重新激励品牌，提高观众的感知和考虑。因此，百威啤酒挖掘了美国人对棒球的热爱，吸引了球迷和啤酒爱好者，使开幕日成为一个全国性的节日。随着请愿书的发起，我们需要 100,000 个签名来获得白宫的回应。由大联盟名人堂和魅力品牌大使奥齐 · 史密斯放大，这场运动以全国媒体之旅开始，随后是一个由三部分组成的视频系列, 定制本地内容和大规模社交媒体激活。虽然宣传活动的核心是让开幕日成为国家假日，但这确实是一场引起狂热和休闲粉丝共鸣的运动，在六个小时内就在 Facebook 上流行起来, 推动 300万的视频观看，并提供 2.3亿的媒体印象。此外，关键品牌健康指标上升。3 月/4月销量同比增长 46%，令人震惊。是的，你读对了。(100,000 签名后，我们的请愿书被送到了白宫。奥巴马总统随后将其送交国会。我们还在等。) 客户简报或目标 这项运动的最终目标是增加传统和年轻啤酒饮用者对百威啤酒的考虑。提升消费者对关键品牌属性 -- 真实性、高质量、品牌传统和遗产 -- 的看法也至关重要。作为美国职业棒球大联盟的长期赞助商，百威啤酒在利用这个国家对棒球的热爱方面处于独特的地位 -- 发起一场运动，通过强大的数字内容和讲故事来吸引和激活球迷。当研究显示，每年有令人难以置信的 2200万美国人请 “病假” 来庆祝棒球的开幕日时，这项任务是明确的。 有效性 从所有指标来看，这场运动都是本垒打。业务: 与去年同期 (3 月/4月) 相比，销售额增长了令人印象深刻的 46%，在活动期间，类别份额增长了 4%; 开业周增长了 12%。品牌: 品牌健康指标为所有消费者提高了 21-65，特别是那些 35 +: 高质量品牌 + 7.25%; 传统和遗产 + 4.35%; 真实品牌 + 4.2%。活动: 在 6 小时内在 Facebook 上流行; 获得了 300万多个视频浏览量; 推动了近 1,000 个赚来的媒体报道 (包括所有 24 个 MLB 市场的报道)，有 2.3亿多个媒体印象。 执行 这场运动以 ESPN/MLB 媒体独家呼吁球迷在 WhiteHouse.gov 签署国家假日请愿书开始。为了赢得支持，并获得我们要求的 100,000 个签名，我们招募了可爱的、可信的奥兹 · 史密斯作为品牌大使。通过视频、跨国媒体闪电战和 SMT，Ozzie 发出了积极的行动呼吁。我们还创建了一个棒球主题的信息图表，以进一步激发球迷。但是我们需要确保人们在开业当天仍然在谈论 (和喝) 百威啤酒。接下来，RMT 挖掘消费者对体育广播的热爱; Ozzie 在路上的视频，号召爱好者加入这项事业; 定制的当地平面广告;球员/教练视频小插曲; 和社交媒体激活。在开幕周，百威啤酒感谢请愿者的 100,000 签名者的支持; 首次推出了一个全国性的电视节目 “永远在那里”，独家报道《纽约时报》; 并与奥巴马政府通信。 相关性 百威啤酒之所以被称为 “啤酒之王”，是因为它已经统治了这个类别一个多世纪。但是，正如所有市场领导者所知，保持与消费者的相关性 -- 并保持领先 -- 并不容易。Budwesier 销售额下降。它对传统饮酒者 35 + 的吸引力正在减弱，21-34 岁的年轻消费者受到更新、更酷品牌的追捧。 战略 从在赛前仪式中环绕警告轨道的标志性的 Clydesdales 到 “冷芽，这里! ”看台上小贩的喊声，百威啤酒已经搭建了舞台，让开幕日成为几代人的全国性节日。但是像大多数长期的类别领导者一样，百威啤酒已经开始在传统主义者 35 + 中失去相关性,并没有引起年轻啤酒爱好者的共鸣。品牌需要重新融入目标受众的生活。 2200万的美国人承认跳过工作来庆祝开幕日 -- 21-44 岁的粉丝这样做的可能性是年长的粉丝的两倍。百威需要创建一个运动，将与棒球球迷。
百威啤酒: 让开幕日成为全国性节日
案例简介：Campaign Description Every country has its national sport. In the U.S it’s baseball. The sport is so popular, that in a recent survey, 22 million Americans admitted to taking a “sick day” to celebrate the season’s opening games. As the official beer of Major League Baseball, Anheuser-Busch saw a massive opportunity.The popularity of its flagship brand, Budweiser, was slipping with men 35+. New beers were everywhere, challenging the brand’s legacy with younger consumers 21-34. Sales had been declining for nearly a decade. Anheuser-Busch sought to re-energize the brand, improve perception and consideration among both audiences.So Budweiser tapped into Americans’ love of baseball, rallying fans and beer drinkers to Make Opening Day a National Holiday.Launched with a petition, we needed 100,000 signatures to score a White House response. Amplified by major league Hall-of-Famer and charismatic brand ambassador Ozzie Smith, the campaign kicked-off with a national media tour, followed by a three-part video series, custom local content and massive social media activation. While at its core a promotional campaign, Make Opening Day a National Holiday was truly a movement that resonated with avid and casual fans alike, trending on Facebook in six hours, driving 3 million video views and delivering 230 million earned media impressions. Additionally, key brand health metrics rose.Sales volume increased an astounding 46% year over year during March/April. Yes, you read that right.(And 100,000 signatures later, our petition made its way to the White House. President Obama then sent it to Congress. And we’re still waiting.) Client Brief Or Objective The campaign’s ultimate objective was to increase consideration of Budweiser among both traditional and younger beer drinkers. Elevating consumer perceptions of key brand attributes – authenticity, high quality, brand tradition and heritage – was also critical.A longtime Major League Baseball sponsor, Budweiser was uniquely positioned to tap into the country’s love of baseball – to start a movement that would engage and activate fans via strong digital content and storytelling. And when research revealed that an incredible 22 million Americans annually take a “sick day” to celebrate baseball’s Opening Day – the mission was clear. Effectiveness By all metrics, the campaign was a home run.Business: Sales volume was up an impressive 46% versus the prior year’s same time period (March/April), with category share up 4% during the campaign; up 12% during Opening Week. Brand: Brand health metrics rose for all consumers 21-65, specifically those 35+: high-quality brand +7.25%; traditions and heritage +4.35%; authentic brand +4.2%. Campaign: Trended on Facebook within 6 hours; garnered more than 3 million video views; and drove nearly 1,000 earned media stories (including coverage in all 24 MLB markets), with 230 million+ media impressions. Execution The movement kicked off with an ESPN/MLB media exclusive calling on fans to sign the Make Opening Day a National Holiday petition at WhiteHouse.gov.To rally support – and to score our required 100,000 signatures – we enlisted the lovable, credible Ozzie Smith as brand ambassador. Via video, cross-country media blitz and SMT, Ozzie issued a spirited call-to-action. We also created a baseball-themed infographic to further excite fans.But we needed to ensure people were still talking about (and drinking) Budweiser by Opening Day.Next, an RMT to tap into consumers’ love of sports radio; a video of Ozzie on the road, rallying enthusiasts to join the cause; customized local print ads; player/coach video vignettes; and social media activation.During Opening Week, Budweiser thanked the petitions’ 100,000 signees for their support; debuted a national TV spot “Always There” with exclusive New York Times coverage; and corresponded with the Obama administration. Relevancy Budweiser had become known as “The King of Beers” because, for more than century, it had ruled the category. But, as all market leaders know, staying relevant with consumers – and staying on top – isn’t easy. Budwesier sales were down. Its appeal among traditional drinkers 35+ was eroding, and younger consumers, 21-34, were being wooed by newer, cooler brands. Strategy From the iconic Clydesdales circling the warning track during pregame ceremonies to the “Cold Bud, here!” shouts from vendors in the stands, Budweiser has been setting the stage to Make Opening Day a National Holiday for generations.But like most longstanding category leaders, Budweiser had begun to lose relevance among Traditionalists 35+, and didn’t resonate with younger beer drinkers. The brand needed to re-insert itself into the lives of its target audience.Twenty-two million Americans admitted to skipping work to celebrate Opening Day – and fans 21-44 were twice as likely than their older counterparts to do so. Budweiser needed to create a movement that would connect with baseball fans.
Budweiser: Make Opening Day A National Holiday
案例简介：活动描述 每个国家都有自己的民族运动。在美国是棒球。这项运动如此受欢迎，以至于在最近的一项调查中，2200万的美国人承认为了庆祝本赛季的开幕比赛，请了一个 “病假”。作为美国职业棒球大联盟的官方啤酒，安海斯-布希看到了一个巨大的机会。其旗舰品牌百威啤酒的受欢迎程度随着男子 35 岁以上而下滑。新啤酒无处不在，挑战品牌的传统，年轻消费者 21-34 岁。近十年来，销售额一直在下降。Anheuser-Busch 试图重新激励品牌，提高观众的感知和考虑。因此，百威啤酒挖掘了美国人对棒球的热爱，吸引了球迷和啤酒爱好者，使开幕日成为一个全国性的节日。随着请愿书的发起，我们需要 100,000 个签名来获得白宫的回应。由大联盟名人堂和魅力品牌大使奥齐 · 史密斯放大，这场运动以全国媒体之旅开始，随后是一个由三部分组成的视频系列, 定制本地内容和大规模社交媒体激活。虽然宣传活动的核心是让开幕日成为国家假日，但这确实是一场引起狂热和休闲粉丝共鸣的运动，在六个小时内就在 Facebook 上流行起来, 推动 300万的视频观看，并提供 2.3亿的媒体印象。此外，关键品牌健康指标上升。3 月/4月销量同比增长 46%，令人震惊。是的，你读对了。(100,000 签名后，我们的请愿书被送到了白宫。奥巴马总统随后将其送交国会。我们还在等。) 客户简报或目标 这项运动的最终目标是增加传统和年轻啤酒饮用者对百威啤酒的考虑。提升消费者对关键品牌属性 -- 真实性、高质量、品牌传统和遗产 -- 的看法也至关重要。作为美国职业棒球大联盟的长期赞助商，百威啤酒在利用这个国家对棒球的热爱方面处于独特的地位 -- 发起一场运动，通过强大的数字内容和讲故事来吸引和激活球迷。当研究显示，每年有令人难以置信的 2200万美国人请 “病假” 来庆祝棒球的开幕日时，这项任务是明确的。 有效性 从所有指标来看，这场运动都是本垒打。业务: 与去年同期 (3 月/4月) 相比，销售额增长了令人印象深刻的 46%，在活动期间，类别份额增长了 4%; 开业周增长了 12%。品牌: 品牌健康指标为所有消费者提高了 21-65，特别是那些 35 +: 高质量品牌 + 7.25%; 传统和遗产 + 4.35%; 真实品牌 + 4.2%。活动: 在 6 小时内在 Facebook 上流行; 获得了 300万多个视频浏览量; 推动了近 1,000 个赚来的媒体报道 (包括所有 24 个 MLB 市场的报道)，有 2.3亿多个媒体印象。 执行 这场运动以 ESPN/MLB 媒体独家呼吁球迷在 WhiteHouse.gov 签署国家假日请愿书开始。为了赢得支持，并获得我们要求的 100,000 个签名，我们招募了可爱的、可信的奥兹 · 史密斯作为品牌大使。通过视频、跨国媒体闪电战和 SMT，Ozzie 发出了积极的行动呼吁。我们还创建了一个棒球主题的信息图表，以进一步激发球迷。但是我们需要确保人们在开业当天仍然在谈论 (和喝) 百威啤酒。接下来，RMT 挖掘消费者对体育广播的热爱; Ozzie 在路上的视频，号召爱好者加入这项事业; 定制的当地平面广告;球员/教练视频小插曲; 和社交媒体激活。在开幕周，百威啤酒感谢请愿者的 100,000 签名者的支持; 首次推出了一个全国性的电视节目 “永远在那里”，独家报道《纽约时报》; 并与奥巴马政府通信。 相关性 百威啤酒之所以被称为 “啤酒之王”，是因为它已经统治了这个类别一个多世纪。但是，正如所有市场领导者所知，保持与消费者的相关性 -- 并保持领先 -- 并不容易。Budwesier 销售额下降。它对传统饮酒者 35 + 的吸引力正在减弱，21-34 岁的年轻消费者受到更新、更酷品牌的追捧。 战略 从在赛前仪式中环绕警告轨道的标志性的 Clydesdales 到 “冷芽，这里! ”看台上小贩的喊声，百威啤酒已经搭建了舞台，让开幕日成为几代人的全国性节日。但是像大多数长期的类别领导者一样，百威啤酒已经开始在传统主义者 35 + 中失去相关性,并没有引起年轻啤酒爱好者的共鸣。品牌需要重新融入目标受众的生活。 2200万的美国人承认跳过工作来庆祝开幕日 -- 21-44 岁的粉丝这样做的可能性是年长的粉丝的两倍。百威需要创建一个运动，将与棒球球迷。
Budweiser: Make Opening Day A National Holiday
案例简介：Campaign Description Every country has its national sport. In the U.S it’s baseball. The sport is so popular, that in a recent survey, 22 million Americans admitted to taking a “sick day” to celebrate the season’s opening games. As the official beer of Major League Baseball, Anheuser-Busch saw a massive opportunity.The popularity of its flagship brand, Budweiser, was slipping with men 35+. New beers were everywhere, challenging the brand’s legacy with younger consumers 21-34. Sales had been declining for nearly a decade. Anheuser-Busch sought to re-energize the brand, improve perception and consideration among both audiences.So Budweiser tapped into Americans’ love of baseball, rallying fans and beer drinkers to Make Opening Day a National Holiday.Launched with a petition, we needed 100,000 signatures to score a White House response. Amplified by major league Hall-of-Famer and charismatic brand ambassador Ozzie Smith, the campaign kicked-off with a national media tour, followed by a three-part video series, custom local content and massive social media activation. While at its core a promotional campaign, Make Opening Day a National Holiday was truly a movement that resonated with avid and casual fans alike, trending on Facebook in six hours, driving 3 million video views and delivering 230 million earned media impressions. Additionally, key brand health metrics rose.Sales volume increased an astounding 46% year over year during March/April. Yes, you read that right.(And 100,000 signatures later, our petition made its way to the White House. President Obama then sent it to Congress. And we’re still waiting.) Client Brief Or Objective The campaign’s ultimate objective was to increase consideration of Budweiser among both traditional and younger beer drinkers. Elevating consumer perceptions of key brand attributes – authenticity, high quality, brand tradition and heritage – was also critical.A longtime Major League Baseball sponsor, Budweiser was uniquely positioned to tap into the country’s love of baseball – to start a movement that would engage and activate fans via strong digital content and storytelling. And when research revealed that an incredible 22 million Americans annually take a “sick day” to celebrate baseball’s Opening Day – the mission was clear. Effectiveness By all metrics, the campaign was a home run.Business: Sales volume was up an impressive 46% versus the prior year’s same time period (March/April), with category share up 4% during the campaign; up 12% during Opening Week. Brand: Brand health metrics rose for all consumers 21-65, specifically those 35+: high-quality brand +7.25%; traditions and heritage +4.35%; authentic brand +4.2%. Campaign: Trended on Facebook within 6 hours; garnered more than 3 million video views; and drove nearly 1,000 earned media stories (including coverage in all 24 MLB markets), with 230 million+ media impressions. Execution The movement kicked off with an ESPN/MLB media exclusive calling on fans to sign the Make Opening Day a National Holiday petition at WhiteHouse.gov.To rally support – and to score our required 100,000 signatures – we enlisted the lovable, credible Ozzie Smith as brand ambassador. Via video, cross-country media blitz and SMT, Ozzie issued a spirited call-to-action. We also created a baseball-themed infographic to further excite fans.But we needed to ensure people were still talking about (and drinking) Budweiser by Opening Day.Next, an RMT to tap into consumers’ love of sports radio; a video of Ozzie on the road, rallying enthusiasts to join the cause; customized local print ads; player/coach video vignettes; and social media activation.During Opening Week, Budweiser thanked the petitions’ 100,000 signees for their support; debuted a national TV spot “Always There” with exclusive New York Times coverage; and corresponded with the Obama administration. Relevancy Budweiser had become known as “The King of Beers” because, for more than century, it had ruled the category. But, as all market leaders know, staying relevant with consumers – and staying on top – isn’t easy. Budwesier sales were down. Its appeal among traditional drinkers 35+ was eroding, and younger consumers, 21-34, were being wooed by newer, cooler brands. Strategy From the iconic Clydesdales circling the warning track during pregame ceremonies to the “Cold Bud, here!” shouts from vendors in the stands, Budweiser has been setting the stage to Make Opening Day a National Holiday for generations.But like most longstanding category leaders, Budweiser had begun to lose relevance among Traditionalists 35+, and didn’t resonate with younger beer drinkers. The brand needed to re-insert itself into the lives of its target audience.Twenty-two million Americans admitted to skipping work to celebrate Opening Day – and fans 21-44 were twice as likely than their older counterparts to do so. Budweiser needed to create a movement that would connect with baseball fans.
百威啤酒: 让开幕日成为全国性节日
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Budweiser: Make Opening Day A National Holiday
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