Keynote: The Original Social Network Goes Mobile: Lessons Learned from Anheuser-Busch

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From being the first beer brand to work with iAd to creating Augmented Reality experiences at retail, Anheuser-Busch has worked hard to put its brands at the forefront of mobile experimentation. Hear from vice president of U.S. marketing Paul Chibe on what’s working, what’s not, and where the next mobile marketing opportunities lie.

Keynote
Paul Chibe, VP US Marketing/U.S. Chief marketing Officer, Anheuser Busch

Published in: Business, Technology
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Keynote: The Original Social Network Goes Mobile: Lessons Learned from Anheuser-Busch

  1. 1. The Original SocialNetwork Goes MobileLessons Learned from Anheuser-Busch@paulchibe01Paul ChibeVice President, U.S. MarketingAnheuser-Busch
  2. 2. Our business is beerTop 5 Global CPGTop U.S. Brewer#1 Global Beer Company Most Valuable Alcohol Brand14 Billion Dollar Brands
  3. 3. Beer is inherently socialThe Original Social Network
  4. 4. Blending offline & online experienceINNOVATION
  5. 5. ?PROBLEMS IDEAS EXPERIMENTS DEPLOYMARKET TESTCONCEPTSOur innovation process
  6. 6. Positioned for partnership
  7. 7. Smartphone penetration is exploding
  8. 8. Advertising dollars haven’t kept pace
  9. 9. Our vision for mobileCreate USEFUL and ENGAGINGexperiences that help our consumersenjoy and live their lives –at scale and in an efficient way
  10. 10. TOP TEN LESSONS LEARNEDIN MOBILE
  11. 11. 1: Start with a clear strategySPORTSMUSIC &ENTERTAINMENTNIGHT OUTBUSINESS NEEDSINNOVATIONSTRENDSMOBILESOCIALIMMERSIVE MEDIAGAMING‘CONTENT FACTORY’DATA & ANALYTICSSocial TV, SOCIAL DISCOVERY, Social Interest, Social Influencer Marketing2nd SCREEN, 360 video & TelePresence, Natural interfacesSPORTS AND SOCIAL GAMING, GamificationContent Curation, USER GENERATED CONTENT, Sharing Photo/VideoAcquire and segment influential super fans, SOCIAL CRM, AuthenticationSoLoMo, Augmented Reality, Image Recognition, Mobile Gaming, ePublishing
  12. 12. 2. Think before you “App”Mobile SiteMobile App
  13. 13. 3: Experiment early and oftenStella ArtoisLe Bar Guide - 2009 Nascar Blippar Activations in 2012
  14. 14. 4: Focus on utility & engagementAvg Time Spent = 54 MinFour-Star Average Rating
  15. 15. 5: Be fan-centric, not brand-centric2010 2013• Brand Centric• Only ABI Brands•Fan-Centric•Multi brand•2nd Screen•Sports gaming
  16. 16. 6: Make it mobile-enabled• Won several prizes for creativity• Didn’t work on mobile due to use of flash• Huge opportunity lost in scale…• 360 video interactive technology thatworks on desktop AND mobile• Started scaling since the PR receivedby mobile launchStella Artois “Alice Eve” Budweiser 360 App
  17. 17. 7: Drive constant creative iteration2009First beer companyto do iAds• 3.3x increase in CTR bycreative iteration• (from 0.52% to 1.74%!!)• Result: +48% vs iAdCTR average
  18. 18. 8: Win over Latino consumers
  19. 19. 9: Advertise on platforms with scale• 150 MM Users• +400k musicdownloads in5 minutes forSuper Bowl2012• 150 MM Users• Extendedreach of SuperBowl 2012 spotin 24hrsfollowing thegame• Highest CTRof any alcoholbrand work inPandora’shistory
  20. 20. 10: Killer ideas = Killer resultsShock Top April Fool’s “Virtual Sip” App - 2011• 20,000+ downloads• 45,000 hours of engagement and 175,000 webpage visitsto a brand new site• 30MM+ Earned Media Impressions• Shock Top Family sales +78% for the month of March
  21. 21. Q&APaul ChibeVice President, U.S. MarketingAnheuser-Busch@paulchibe01

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