Wireless & Mobile Marketing
Case Study:
Anheuser-Busch Real Men of Genius
Objective
To promote the Bud Light brand utilizing Real Men of Genius creative assets through an interactive promotion that would engage the interest of both current and future Bud Light customers. The goal was for this to be a viral campaign that would leverage the popularity of Real Men of Genius and require minimal advertising.
Strategy
Anheuser-Busch and ipsh! worked together to create the Real Men of Genius Birthday Greeting program.
Utilizing sound clips recorded by the Real Men of Genius announcer and singer, as well as Bud Light and Real Men of Genius graphical assets, ipsh! created a website that put the power of composing a funny birthday greeting into the hands of Bud Light consumers.
The website was designed to enable easy creation of an audio recording that sounds like a Real Men of Genius radio spot, but is customized for a friend’s birthday. The site is currently live at budlightbirthday.com.
Results
With minimal advertising, the campaign has exceeded expectations. The program enables active interaction with the Bud Light brand and the popular Real Men of Genius creative, placing the brand top of mind at times when consumers are likely to be purchasing Bud Light.