Challenge
The Super Bowl is Budweiser’s most important campaign each year, and the popular alc-bev brand wanted a unique way to build early buzz on social for their traditional TV spot. Drive engagements with an exclusive Super Bowl LIV promotion.
Solution
Budweiser was the first in the Anheuser-Busch portfolio to leverage Twitter’s “Heart to Remind” card. SocialCode’s media team utilized the product as a means to give users early access to the brand’s Super Bowl commercial spot. A teaser video was shown in feed to beer drinkers and users interested in NFL and Super Bowl content, who could “heart” the tweet to receive a reminder to watch the full spot before it aired on national television. Budweiser was able to serve the full TVC spot to consumers who opted in at no additional paid media charge. In turn, this initiative helped generate a qualified and interested retargeting pool to serve the Super Bowl ad to, increase overall frequency of the campaign and drive a 46% video view rate on the spot, compared to Twitter’s 24% benchmark. Learnings Continue to leverage new units such as Twitter’s “Heart to Remind” card for tentpole events in order to build excitement and increase campaign frequency & reach.
SocialCode
SocialCode is a full-service marketing partner, powering better performance for digital disruptors and Fortune 500 leaders alike. It provides white-glove creative, media buying, and measurement services for brands across scaled digital and audience-based media platforms. SocialCode’s deep expertise drives business results and reveals actionable insights about customers and prospects. At...
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