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2008-05-11T21:40:06-01:00MMA Global :: Article
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http://mmaglobal.com/modules/article/images/logo.pngtext/html2008-03-27T07:00:00-01:00http://mmaglobal.com/modules/article/Abbie WeissBud Light Hoops Campaign for Anheuser-Busch’s March to the Championship (ipsh!)
http://mmaglobal.com/modules/article/view.article.php/1896/c1
Category: Case Studies<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f"><u>BL Hoops Campaign for Anheuser-Busch’s March to the Championship</u></span></div>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: #7f7f7f">Company: </span></strong><span style="font-size: 8.5pt; color: #7f7f7f">ipsh! [part of The Marketing Arm]</span></div>
<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: #7f7f7f">Brand:</span></strong><span style="font-size: 8.5pt; color: #7f7f7f"> Bud Light</span></div>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: #7f7f7f">Objective</span></strong></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Build brand engagement with consumers 21+ through an interactive retail promotion surrounding the March tournament. Leverage basketball enthusiast’s interest in the sport and of course, love for Bud Light! Create a program that offers a strong incentive for consumers to enter the contest and create excitement about the campaign.</span></div>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: #7f7f7f">Strategy</span></strong></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Engage consumers through a sweepstakes promotion that Bud Light will sponsor throughout the 2008 college basketball playoffs. Incorporate text-in and on-line registration to reach as many consumers as possible and engage wholesalers and local bars to promote the contest. Continue the dialogue and build a relationship with the consumer throughout the three weeks of the tournament with mobile campaign alerts.</span></div>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: #7f7f7f">Execution</span></strong></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Consumers, 21+, will receive a scratch ticket while at a bar, or when they purchase a specially marked 12-, 18-, or 20-pack of Bud Light at participating retail locations. Each ticket has five scratch-off jerseys that become your “team.”</span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">Consumers can text in or visit <strong><a href="http://www.blhoops.com/"><span style="color: #7f7f7f"><a href="http://www.blhoops.com" title="www.blhoops.com" target="_blank">www.blhoops.com</a></span></a></strong> and register to win! At blhoops.com, consumers can track their daily scores and compare their rank amongst other competitors within their local region. The site also contains a series of “DUDE” spots, a PC-based Basketball game and mobile downloads (i.e. Wallpapers, mobile basketball game and a Bud Light tournament bracket). To enhance consumer touch-points, a WAP site was created with similar capabilities to track/monitor progress from their handsets. </span></div>
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<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">When the tournament begins, anytime players with your “team” jersey numbers score – you score! The player in each market with the highest score at the end of the Elite 8 wins a trip for two to Las Vegas to attend a Bud Light VIP party at Caesar’s Palace, full of basketball and Bud Light.</span></div>
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<div style="margin: 0in 0in 0pt"><strong><span style="font-size: 8.5pt; color: #7f7f7f">Results</span></strong></div>
<div style="margin: 0in 0in 0pt"><span style="font-size: 8.5pt; color: #7f7f7f">As of March 19, more than 3,900 participants have engaged in the game. We are expecting a huge weekend with a major media push on ESPN/Yahoo and activation at the bar level.</span></div><br />