Bud Light uses VideoGenie to garner epic fan engagement and participation while finding the ideal spokesperson for the 2012 Super Bowl.
Why they used VideoGenie?
Buzz & Engagement via a Bud Light Correspondent. Bud Light has traditionally been a major sponsor of the Super Bowl. Recently, it created a Bud Light Hotel which served as the heartbeat of its Super Bowl activities. Bud Light wanted the hotel to showcase its brand, being the coolest venue around the game, serving up beer, great concerts and exciting parties with amazing celebrities.
To more actively engage its Facebook fans, create buzz and generate the brand “cool factor” with a new and broader audience, it began a quest to find the ideal Super Bowl Hotel Correspondent. The winning applicant would be a roving reporter at the Bud Light Hotel, conveying enthusiasm for the brand while also being someone “authentic” and entertaining to the viewers
How they used VideoGenie?
Bud Light Gets the Buzz with VideoGenie.“So isn’t beer, in today’s speak, the best and most ‘real’ social network ever?” asks Chris Burggraeve, chief marketing officer at Anheuser-Busch InBev. “Harnessing that big idea is what our brand connection plans
are increasingly all about.”
To build these brand connections and energize its large fan base, Bud Light partnered with VideoGenie to create an online job application on Facebook. The application process required fans to record 30-second videos explaining why they might be the ideal Hotel
Correspondent. The winner would be awarded a trip to the Super Bowl to broadcast happenings at the Bud Light Hotel.
Within 48 hours of Bud Light’s request, VideoGenie launched the campaign. VideoGenie provided end-to-end support to create and implement the campaign including creative services, application development, content curation, and performance analytics.
Once Bud Light issued the casting call via Facebook, this campaign sparked the imaginations of hundreds of viewers who tapped into their own creativity to pitch themselves as the ideal spokesperson via video. Since the prize depended both on how compelling their pitch was as well as how popular their video was, participants leveraged
VideoGenie’s social sharing tools, posting, tweeting, emailing, calling, texting, chatting,
and “Facebooking” to promote their video. They encouraged others to watch, “Like”
and share their videos. As they generated excitement around their videos, they also
generated buzz for Bud Light.
Leila Mahadin was ultimately selected as the Bud Light Hotel correspondent. She served as the eyes and ears of Bud Light fans everywhere.
Epic Results.With a modest media spend and four Facebook wall posts, VideoGenie enabled Bud Light fans to record hundreds of videos that resulted in over 2 minutes of viewing time per user. Additionally 25 Super Influencers each drove over 1,000 of their friends to the campaign, helping to increase Bud Light’s Facebook fan base by 8% (over 180,000 fans) in 30 days with over 70% of page traffic coming from organic sharing.
- 25 super influencers who shared with 1,000+ of their friends
- 2 minutes on average viewing time
- 70% of page traffic was from organic sharing
- 180,000 new Facebook fans gained (85 of fan base)
- Actively engage the Facebook fan base
- Create buzz
- Generate brand awareness with a new audience
The Hotel Correspondent campaign is the most successful User Generated Content campaign that Bud Light has ever run.”
-Winston Wang, Global Director Strategic Innovation